October 14th, 2011
|04:17 pm - Misogyny & Marmalade|
My parents visited Britain recently, and as they always do, they brought back some cookies, candy, and other delicious things, including some orange marmalade, which I'm sure will be delicious, but I was disturbed by the label on one of the containers – "like the thick-cut, tough-guy marmalade remembered from his childhood rather than the effete flapper versions available at the time"
I also recently heard the new commercial for Dr. Pepper 10. In both cases, the particular sort of macho misogyny reminds me of the Dockers ad about pants from two years ago. A few years ago, I made a post about how images of men in movies and TV had gotten far more brutal & violent than they were in the 1970s, but far more than this is going on. Especially in the last decade, I've seen a resurgence of glorification of violent macho men and of hyper-masculine men. We live in an era when many male actors take steroids to looks more muscular, and where all things feminine are regarded with both suspicion and disdain, which is especially problematic when caring, gentleness and compassion are all regarded as feminine traits. Instead, we have muscular christianity, and a far more general distrust of empathy and kindness.
I'm particularly disturbed by this as a proud sissy fop, but it goes well beyond that. We're living in an era where it's more acceptable for women to also be macho, but that is in no way a solution to sexism. Here's a lovely little article that looks at this issue. Most of this is summed up in this impressively powerful image
Current Mood: contemplative
As a femme who likes my girls girly and my guys girlier, I am bothered a lot by this too. It's like you have to choose between being feminine and being taken seriously; you aren't allowed to do both.
Speaking as a guy who aspires to be somewhat mainstream-masculine but philogynist... I don't really think there's any way to make 'tough-guy' marmalade and I find the very idea faintly bizarre. Marmalade is not a gendered food!
That Dr Pepper commercial really bothered me too. Like really, you can't sell diet pop to men so you have to really convince men that it is targeted towards them? I really don't think that is necessary.
The whole commercial seemed very stupid like a bad attempt at satire. Yet a failed try that just came out to sound like no man of any sort that I know would ever drink Dr Pepper 10 due to that commercial. There already is a diet Dr Pepper, and if men liked drinking that they already would, a stupid commercial telling them it is manly to drink it doesn't make any sense.
It is like they saw that parody of soda pop commercials online on youtube, "PowerThirst" and decided that making an actual commercial like that might work because lots of people laugh and like that that parody. But they did a bad job overall.
I think diet soda was mostly a women's market because of how women are culturally pressured into being thin. Now pop companies want to grow their market and think they have to convince men, but that just telling them it is lower calorie won't work, because they have already been doing it? So now they have to say this pop is only for men, women can't have it?
|Date:||October 15th, 2011 07:43 pm (UTC)|| |
Indeed. Instead of going for some over-the-top, this is a MAN'S soda, I don't understand why they didn't try for a campaign of how this soda is for everyone, or at minimum, something male focused that isn't misogynist (although that seems difficult to imagine in today's marketing, which serves to reinforce my point).
Good stuff here - thx for posting, as I do like me good brain fodder and these bits're quite chewy.
Very nice meeting & chatting you last night at lupagreenwolf
's b-day mini-shindig. Hope to see you folks more often, as increasing my social circle's high on my priority list (even as I shortly take off for points Southward for several weeks, which doesn't help this goal ;-)