A Sociological Scavenger Hunt: an Experiment in Visual Sociology - Research Paper Example

 ‘A SOCIOLOGICAL SCAVENGER HUNT’: AN EXPERIMENT IN VISUAL SOCIOLOGY 1) Find and photograph a popular toy for children. Is it a collection of multiple parts, pieces, or component? What is the approximate cost for these items? What role does this play in our understanding of status and social stratification? Answer: Barbie dolls are the most famous dolls around the world and are considered as the queens of the doll galaxy. The dolls are a dream of every little girl around the world. Adorned with beautiful clothes and attractive features the dolls are an example of perfect yet plastic femininity. Mattel introduced the first Barbie doll at the American Toy Fair in New York in 1959 and the debutant doll was named after Barbara, the daughter of Ruth Handler. The story of Barbie is one of the most amazing success stories in the history of children’s toys. Barbie is not just a fabulous doll but also a touchstone of cultural politics. The doll was first introduced for adults as a fashion model but later it was introduced as a toy for teenage girls. During the first year, the fresh faced 11 ½ inch doll dressed in a black and white striped swimsuit with her hair tied in a ponytail became so popular that more than 350 dolls were sold. Barbie is available in 150 countries and since its introduction in 1959, more than 1 billion Barbie dolls have been sold. The doll was first introduced as a fashion doll for teenagers but its popularity, over the last five decades, enticed the manufacturers to let the doll enjoy an endless and varied path of fashion and profession. The doll is the dream of every little girl and has adopted every character from an astronaut to a paleontologist and even a presidential candidate. (Verbeten, 2011). Barbie is made of various components and the central theme behind the varied paths adorned by Barbie depicts the fact that women have choices and it depends only on how determined one is to achieve the opted choice. With little girls, the dolls became an instant hit because it provided them with an opportunity to become almost anything they desire to. The doll has become woven into the fabric of our society which is primarily the most important underlying reason for its continued success. The deep rooted popularity of the doll is evident by the fact that it occupied a place in the official “American Time Capsule” when the United States of America celebrated its Bicentennial in the year 1976. At the time Barbie was launched, America was reaping the benefits of post war economy which inevitably fueled the sales of the little entertainment dolls. Teenage girls across America were mesmerized with the beauty of Barbie. Barbie dresses are separately available for little girls to adorn their dolls with. The dolls provided teenage girls with an opportunity to play with a three dimensional toy. Ruth Handler, the creator of Barbie, had finally succeeded in providing girls with a toy they can truly call theirs. Ruth Handler utilized the fact that little girls always enjoy playing adult roles therefore; she created an adult doll which is purely feminine with voluptuous curves and skinny legs. The adult bodied doll became an instant hit because of the obvious reasons. Ruth Handler introduced the doll with an intention to fill the void, created by paper dolls, with a three Dimensional doll. Barbie successfully filled the void and became one of the most popular fashion icons for little teenage girls across the globe. Mattel has been trying continuously to keep the doll’s fashion statement current by strictly adhering to the prevalent fashion characteristics. Barbie changed its fashion statement constantly molding it according to the Paris couture in the late 1960s or by depicting the elegance of the First Ladies of the United States. (Verbeten, 2011). One of the most fundamental and basic ideas taught to children around the world is the self concept of gender. In American society, the basis for the social stratification and unequal power relationships is the difference between males and females. The differences are to ensure that women remain in a subordinate position in a system of patriarchy. From the very beginning, children are familiarized with gender appropriate and inappropriate behavior. Boys are taught to be strong and tough while girls are expected to acquire ladylike behavioral characteristics. Gender stratification is evident from the very start when mothers encourage their daughters to wash the dishes while ushering boys to play baseball out in the fields. Boys are always encouraged to be tough and strong whereas girls are encouraged to adopt feminine weaknesses. At school, teachers expect boys to excel in mathematics whereas, on the other hand, girls are expected to master keyboarding. Indeed, there are differences between males and females and it is acceptable to acknowledge such differences, however, the stratification based on gender differences is wrong. Barbie has also played its role in social stratification. The doll comes with ken which reflects the thinking of our society that women are incomplete without a man. (Ewen, 1998). Conversely, I have never seen boy toys which require a female toy in order to attain the status of being complete. Therefore, we are taught from the very beginning that it is not the males that require the support of the females but it is the other way round. People who refuse to obey and lead their lives in accordance with what is perceived as gender appropriate and inappropriate are stigmatized by the society. Barbie has a cost range from as low as $4 to as high as $2800. The high cost of Barbie succeeds in characterizing people into social groups according to the amount they can pay for the entertainment of their little girls. 2) Take a photograph of a gravestone that says “Wife of…” or similar. Why are these types of stones more common than those saying “Husband of…”? Answer: Modern society provides a perfect example of unequal power distribution between women and men in all fields of life. Women are different from men and these differences are the basis of unequal power distribution in a society. In simple words it can be fairly stated that the foundation of today’s male centered society is the difference between males and females. In most cultures around the world, women are perceived appropriate to only carry out their roles as mothers, wives, daughters, or sisters. Women in most societies are considered a possession and are often not treated as individuals. The integration of women into paid employment outside the context of family enterprises is one of the most fundamental sources of social change in contemporary society. However, still in most parts of the world, the social status of a woman is determined by the social status of the men associated with her such as her father or husband. This reflects the fact that women are never integrated into a larger society on the basis of their individual talents or capabilities but are integrated as a part of kinship or household. (Brückner, 2004). Therefore, women in most cultures are not perceived to have an identity of their own and are perceived to be the possessions of first their fathers and after that their husband’s. Primarily, the perception that women have no identity is the reason why it is common to see “Wife of…” or similar, on the gravestones of women. The 1940s saw the establishment of post war welfare state in Britain on the basis of the assumption that men will support their families by acquiring paid employment whereas, women were assumed to stay at home and take care of their families. The male breadwinner was and still is in many ways responsible for maintaining the system of benefits and system of work. However, the Women’s Movement forced the male centered society to loosen the clutches around women. The social change influenced by the Women’s Movement was uneven across different cultures of the world and the change was also uneven within the various social sectors of a society. The manifestation of gender inequality in a society is determined by numerous factors including social class, and ethnicity. (Scott et al, 2010). One of the most integrated problems of gender inequality in today’s modern society is benevolent and juvenile sexism. Even in the United States of America, which is perceived as the most technologically advanced nation, the women enjoy a very small percentage of labor force compared with men. Gender inequality still continues to play its deep rooted role despite the fact that our society has modernized to the extent of being able to recognize women as individuals. In most setting, women are still perceived as nothing more than mother and wives who are expected to play their roles in parenting and housekeeping. The prevalence of such ideologies is what provides men with the illusion that their wives or daughters are their possessions. Unfortunately, in most cultures, husbands are known to own the sexuality of their wives. In my opinion, women are not able to contribute economically in a society because often they are so overburdened with household chores and parenting stresses that they are simply left with no energy to step into the professional world. Therefore, women spend all their lives being depended on men both emotionally and financially which is precisely the reason why men believe that they own their women. The thought of possessing a woman automatically allows the man to gain power over the relationship. The unequal power division in a relationship is what gives birth to gender inequality. Gender inequality in turn manifests itself in almost every aspect of the relationship. In simple words, women are perceived a possession of their associated men and are considered to have no individuality. The perception that women have no individuality and identity is precisely the reason why it is common to see “wife of” and similar engraved on gravestones of women. On the other hand, in today’s male centered society, men are recognized as the soul supporters of their families and are not the possessions of their wives or mothers because they do not lack individuality. Throughout the history of the world, men have enjoyed a distinct identity which is the reason why they are the owners and are not owed. Thus, it is not common to see “Husband of” or similar engraved on gravestones of men because their name is their identity. 3) Find an example of a unisex toiletry and photograph it. Why are there gendered products? Would a unisex item sell? Why or why not? Where was the item found? Answer: The perfect example of a unisex toiletry is a sun block and I found it in the Unisex toiletries section of a local departmental store. The sun block is manufactured to be used by both males and females. It is lightly fragranced and has a tint of foundation in it. The number one cause of damage and premature skin aging is excessive exposure to sun. It is necessary to avoid exposure to the sun in order to maintain youthful and a healthy complexion. The exposure to sun induces a definite physiological reaction in the skin which mediates a detrimental effect on the skin. Initially, the exposure to sun results in dilation of superficial blood vessels which results in redness. Long term effects of excessive sun exposure is thickening of the skin, increased melanin production which results in darkening of the complexion. The darkening of the skin is a protective mechanism which prevents it from further ultraviolet damage. Blister formation and skin peeling also occurs upon excessive exposure. Long term exposure to sun results in permanent damage to the dermal layer of the skin by reducing its flexibility. The elasticity and moisture retaining power of the skin is also drastically reduced upon constant exposure to sun. In the United States of America, the incidence of skin cancer is increasing at an alarming rate and exposed skin areas are more prone to the development of sun cancer. Two of the most important among the contributing factors responsible for increased skin cancer is firstly, the increased social desirability for tan and secondly, the dangerous atmospheric changes in the ozone layer. People with fair skin and blonde hair are naturally more prone to skin cancer although nobody is immune to the dangerous effects of sun exposure. Keeping in view the above mentioned detrimental effects of skin cancer it is important to protect the skin from he ultraviolet rays of the sun. Therefore, the Skin Cancer Foundation recommends that the use of sun block should be started at childhood. (Loughran, 1996). The economic processes and institutionalized patterns of gender differences play a prominent role in manufacturing and marketing products. The modern market place is controlled by strong forces which are responsible for constructing gender products and examples of such forces include commercialization, commodification, and consumerism exploit. One of the most fundamental elements of modern marketing machinery is Gender. The creators and distributors of goods use gender as a resource for generating ideas, images, and captivating advertisement messages. The success of gendered products reflects the fact that gendered products have high selling rates than unisex toiletries. In modern society, the imagery of consumer culture is determined by gender difference and asymmetry which is the reason for the popularity of gendered products. Since consumer culture thrives on gender difference and asymmetry, the lack of these factors in unisex toiletries is the reason for their low selling rates. Products are gendered in order to increase their selling rates. The hyper femininity of Barbie is indeed the reason for its popularity. On the other hand, the hyper masculinity of GI Joe is responsible for its immense popularity across the world. One of the most important and common strategies employed by capitalist organizations to increase the sales of their wares is to gender code their products and services. Gender coded products and services are more attractive than unisex products because they use features and characteristics which appear attractive to the targeted gender. The gender appropriate attractiveness of the gendered products is the main reason why industrialists are more interested in manufacturing gendered products than unisex items. Feminine clothing is gender coded with colors, decorations, lacy patterns, and trimmings to differentiate them from masculine clothing. (Spade & Valentine, 2008). Modern society is immensely conscious about gender appropriate and inappropriate preferences. The corporate exploitation gender is greater now than ever before. The exploitation has increased in order to escalate the sales of all kinds of products and services. The gendering of products is intricately linked to several factors such as sexuality, race, age and disability. On the other hand, the factors on which consumer culture thrives are whiteness, heterosexuality, and youthfulness. Gendering of products has become necessary in modern society because of the increased sensitivity towards gender inappropriate behaviors which are strictly forbidden and considered a taboo in most cultures and societies around the world. 4) Locate either a movie poster or play poster displayed at a theater. How is race depicted? Answer: Looking at the American history one can easily identify various incidences that highlight the constant struggle between white American and African American population. Many argue that this breech in racial discrimination has narrowed significantly whereas many believe the gap is as wide as ever. Both views can be justified. Over the past few decades, giant movements against this injustice led to various legal and political reforms. These movements stirred in 1960s and brought a major change in the social perception of black population. These reforms did help significantly for the cause of racial equality but racial segregation is not completely extinct from the American society and media. Social appraisal is still based on racial identity that favors the white over black population. Most blacks still lag behind in many basic necessities of life such as housing, health and education. One of the most important factors that contribute to the existence of this fine line between these two races is media. What white population perceives about blacks in the media is reflected in their actions in general. In America, most of the media is controlled by the white population. Therefore, naturally some partiality is possible. But that little injustice in portraying black person as a thief or robber may have a long term effect. Actually, the fact that these two races still lives in separate niche limit their judgments based on personal experience so most of the perception is based on what is depicted from the media. Movies are a major sector of media that greatly influence vast population, especially the youth. For the advertisement of these movies or plays, various posters are designed that sometime reflect this racial discrimination. (Entman & Rojecki, 2000). One important feature of a poster is to attract as many people to the movie or a play as possible. As mentioned earlier white Americans are financially and socially more stable than African Americans, therefore, most of the viewers expected to be presented at a recreational venue such as cinema are the white people. Hence, most designers of the film posters keep this fact in mind and try to display white actors more prominently on a film poster. A black actor is rarely seen as a main focus of American movie poster. This is significant evidence to the fact that racial discrimination still exists. For a white American, a movie poster with black actors shining all over may not be an attractive advertisement. In some instances it may prove to be a negative promotion, discouraging white population to watch that movie. On the other hand, mostly black actors are seen displayed on the sides of the poster either as slaves or in wrecked conditions. How that lures the white population? Well the answer lies in a more in depth analysis of human psychology. It is evident that black and white discrimination has dissolved partially due to the efforts of certain prominent figures in history. Therefore, the process was not natural and whites were rather channeled to modify norms of their society and give blacks equal rights and privileges. So psychologically, seeing black depicted as prisoners on the movie posters or humiliated as animals could provide some satisfaction and induce feeling of grandeur or superiority. On a movie poster displayed at a theatre, discrimination is not limited to white or black Americans but has extended to various other ethnic bases. Actors from other country of origin may also be subjected to this discrimination. America is a multicultural country where many cultures have amalgamated to give a blend of various ethnic colors. Most of America’s economical engine is run by these immigrants who also pursue their careers in media. But unfortunately, they are also victims of racial segregation. This is again evident on these movie posters. Hardly any Asian or other outside actor is depicted at all. Now the basis of this discrimination is rooted in the American people’s perception of these immigrants as mere parasites feasting on their well organized economic infrastructure. (Entman & Rojecki, 2000). It is clear that racial segregation and discrimination is not only limited to mass media but is also evident to as small platform as a movie poster. Whatever are the reasons behind these depictions, it is a big question mark on American social structure and integrity. 5) Find an example of a men’s toiletry. Find a similar product for women. Take photos of each and compare the two. How are they similar? How are they different? Why gender products? Answer: The example of men’s toiletry is Gillette Turbo Razor Mach 3 and the example of female toiletry is Gillette Venus Women’s Razor. The major difference between the two products is their appearance. The female razor is colorful and has a soft appearance. On the other hand, the men’s razor is simple and dark colored. In simple words, the women’s razor exudes femininity whereas, on the other hand, the men’s razor exudes masculinity. Gillette Venus is available in various colors and is gender coded with floral patterns, and delicate colors. On the other hand, the men’s razor is available in dark manly colors such as blue and black and does not have floral patterns over it. The other major difference between men’s razor and woman’s razor is the way they are packaged. Gillette Venus is packed in colorful packing whereas; the men’s razor is available in dark simple packing. The handle shape of women’s razor is curvy which exudes the femininity of a woman’s curves. On the other hand, men’s razor is tough looking and not curvy. In one way the two razors are similar because both have the same blades. The fact that the two products have the same function but differ so widely in appearance is the perfect example of exaggerated gender coding in marketing machinery. As stated above, the need for gender products is tremendous now than ever before. The powerful forces of consumer exploitation and gender exaggeration has given birth to a large number of unnecessary gender coded products. Even unisex products are intricately gender coded, for instance, by manufacturing them in such a way that they have a lacy trim or a broad neckline. However, the marketing machinery cannot be totally blamed for exaggerating gender coding because the consumers have also played their role as proponents of gendered products. The opponents of gendered products often have to contemplate the ferocity of societal stigmatization. Therefore, it is a dubious notion to consider that the responsibility for the genesis of gendered products lies exclusively with the marketing machinery. The popularity of gendered products has always been high compared to the popularity of unisex products. The prisms of difference and inequality can often be seen depicted on feminine and masculine products. The masculine products are often tough looking, whereas feminine products are often soft and delicate. Therefore, gender inequality in our society is not only evident from gender stratification but is also visible from the gendered products sold in our departmental stores. Today, modern society seems to supporting gender inequality in an entirely different manner. (Spade & Valentine, 2008). An important aspect related to gendered products is their advertisement. The mass media plays a tremendous role in promoting the sale of gendered products by depicting them as being gender appropriate. Feminine products are often marketed with colorful advertisements and masculine products are marketed in such a way that they exude a sense of power and individuality. The power of print should not be underestimated when it comes to the marketing of gender coded products. The power of print media in the consumption of gendered products is evident by the fact that magazines and newspapers are littered with feminine product advertisements exuding femininity and masculine product advertisements exuding power and manliness. The creators and distributors of products and services are extensively utilizing gender as resource for new ideas and creations. Today, marketing gender is considered essential for selling a product. References: Verbeten, S. (2011). Warman's Barbie Doll Field Guide: Values and Identification. Cincinnati: F+W Media. Ewen, L. A. (1998). Social stratification and power in America: A view from below. Dix Hills, N.Y: General Hall, Inc. Brückner, H. (2004). Gender inequality in the life course: Social change and stability in West Germany, 1975-1995. Hawthorne, N.Y: Aldine de Gruyter. Scott, J. L., Crompton, R., & Lyonette, C. (2010). Gender inequalities in the 21st century: New barriers and continuing constraints. Cheltenham: Edward Elgar. Loughran, J. (1996). Joni Loughran's natural skin care: Alternative & traditional techniques. Berkeley, Calif: Frog. Entman, R. M., & Rojecki, A. (2000). The black image in the white mind: Media and race in America. Chicago: University of Chicago Press. Spade, J. Z., & Valentine, C. G. (2008). The kaleidoscope of gender: Prisms, patterns, and possibilities. Los Angeles, Calif: Sage Publications. Read More