Masculine Versus Feminine Stereotypes - Term Paper Example

A Critical Discussion of Gender Role Expectations and Society Introduction Society tends to encourage men and women to behave according to specific expectations regarding acceptable gender roles, such as women being more feminine and men being more aggressive and masculine. As the line between gender roles becomes more blurred due to progressive changes in the social landscape, individual lifestyles, family orientation and even career paths can be affected by gender stereotyping and pressure to conform to gender-specific patterns. This paper will identify three specific scenarios in which men and women are expected to behave according to masculine versus feminine stereotypes drawing on several research articles and academic texts which define this social phenomenon. The theoretical perspectives on gender The somewhat typical social viewpoint regarding gender role conformity painted the traditional, nuclear family structure as one in which the male was the main career-oriented contributor who sustained the family budget; a caretaker role. The female counterpart in this family relationship was identified closely to a nurturing, domestically-inclined partner, often taking on the whole burden of child rearing and development (Weiten & Lloyd, 2005, Morris & Maisto, 2005). These particular authors in the field of human psychology are providing a rather theoretical viewpoint regarding gender roles and how the family structure has been stereotyped throughout history, with some of this mentality spilling forward into current social methodology regarding gender role expectations. The text tends to illustrate that long-standing learning, accumulated through generations of handed-down family philosophy, is the catalyst for maintaining a family structure in which men and women maintain significantly different lifestyle roles. In essence, the aforementioned author perspectives tend to illustrate that traditional beliefs regarding the acceptability of gender-specific behaviour patterns continue to challenge the modern family structure in contemporary society. Interestingly, however, Hill & Harmon (2007) challenge the aforementioned viewpoint by suggesting that, in terms of household lifestyle, the male shopper is becoming more prevalent as a buying power in the grocery and household retail shopping environment, somewhat challenging long-standing gender stereotypes. This research article suggests, through tangible primary research data using a sample population of 326 men, that a large majority of modern men believe that behaviours once considered feminine (such as grocery coupon clipping and bargain hunting) demand more equality in the contemporary consumer household. This study found that 54 percent of men believe that in order to sustain the household budget in a family environment where time is of the essence, generic shopping responsibilities should be shared virtually equally amongst the men and women partners in the family relationship. The aforementioned research article indicates that it is the demands caused by strained personal obligations stemming from career and other lifestyle issues that are changing the landscape of female versus male gender role activities. Hence, it could be said that environmental conditions create scheduling conflicts and difficulty in meeting family obligations, forcing a more flexible family structure in terms of what specific activities are best conducted by the man or woman of the household. Thus, a cooperative attitude which denies gender stereotypes becomes necessary to sustain a streamlined and efficient home environment. From a rather different perspective, modern corporate marketing and advertising efforts have managed to blur the line between acceptable versus unacceptable male/female lifestyle activities. Western culture, in larger proportion to other national heritages, is a more progressive and liberal culture in which social expectations for acceptable behaviour are becoming of less and less importance. Marketing Week (2006) offers a rather descriptive perspective on how the tangible realities of modern relationships, from divorce to single parenthood, create scenarios in which the man and woman must share in responsibilities in order to sustain the household. Marketing companies which are trying to connect with their intended target audiences are not able to utilise tactics which had historically worked to target specific male or female gender roles but must be more adaptive to the changing face of the consumer household. Hence, companies are illustrating men in situations which were once considered more feminine, such as being visualized in the kitchen preparing meals or spending quality time at the family table. From a sales and marketing perspective, creating the connection with this market involves creating a series of promotions and advertisements which herald the laurels of male diversity in terms of home and family management. Thus, it can be said, from a rather theoretical and subjective perspective, that advertising efforts create a positive social outcome where men can feel more comfortable managing the home and family and still be considered a viable contributor to society and the household without fear of chastisement. Boone & Kurtz (2007) further support the notion that marketing efforts have changed the social landscape regarding the acceptability of gender role changes by offering specific statistics on the changing beliefs of modern female consumers. The authors describe a study in which nearly 1,000 women were asked to browse a variety of consumer products made specifically for men and some made specifically for women. They were asked to sample (or test) the products and report back on whether they considered the products functional for their families. In nearly all instances, none of the women reported any sizeable opinion about product worthiness related to gender-specific elements, suggesting that the majority of products on the consumer market are completely inter-changeable for male or female usage. Some of the products illustrated were male and female grooming products, such as the disposable razor adorned in both dark blue and pink (representing male versus female stereotypical colours). The aforementioned study tends to illustrate that the products themselves and how they are marketed to today’s consumers have a substantial impact on consumer attitudes regarding whether certain products are deemed more suitable for men or women. Perhaps the notion that a man would find a pink, ladies’ disposable razor to be a viable tool for male grooming tends to illustrate that, in modern society, men do not necessarily measure their self-perceptions of masculinity based on how others will view a simple act, such as adorning a pink razor to ensure an adequate shave and grooming session. Finally, television shows such as Are you being served? or the American import Will and Grace, are blurring the lines between male and female gender roles, somewhat radically, by incorporating lifestyle choices as a means to justify the male and female role in society. Both of the aforementioned programming illustrate homosexual men and women, referring to issues of men adorned in cosmetics or women dressing in more male-inspired clothing to elicit sensations of authority and respect. Both of these television shows have been enormously popular with today’s society, suggesting that the production of television programming which continuously blurs the line between the role of the man and woman is changing the social landscape on a broader whole, thus utilising humour as a means of breaking down social misconceptions of what really constitutes acceptable male and female behaviours associated with gender role. It would be somewhat impossible to imply that television, alone, would maintain the ability to radically alter the social consciousness regarding gender expectations. However having a publicised forum by which to illustrate men and women in different masculine versus feminine scenarios, from a theoretical viewpoint, would serve to open the minds of all genders to the possibility of adopting a less gender-focused lifestyle but simply adapting to the needs of hectic living through the adoption of activities once considered gender-specific. For all intents and purposes, television broadcasting and the situation comedy picturing men and women in different gender roles creates a form of subliminal social reconstruction which continues to close the chasm between masculine and feminine behaviours. Conclusion All of the research articles chosen for this project tend to illustrate that gender role expectations in today’s society are not as black and white as they once were in previous decades. Men are clearly more willing to adapt to taking on a more nurturing role in the home environment whilst their female counterparts are often forced to take on the role of both parents in a single parent home environment. Thus, it can be said that changing social beliefs as well as environmental necessities and realities drive the majority of shifts involving willingness to be more gender flexible whilst product marketing efforts would appear to reinforce these adaptable social values. It does not appear that there is, by today’s social definition, a definitive gender role expectation regarding whether men should be allowed to exhibit stereotypically-feminine behaviours or whether they must remain the traditional, masculine breadwinner. Clearly, social attitudes are changing for a wide variety of reasons, likely offering today’s social landscape a more diverse populace willing to break free of long-standing gender stereotypes in favour of a more progressive lifestyle in which responsibilities and obligations are equally shared amongst differing household genders. Bibliography Boone, L. & Kurtz, D. (2006). Contemporary Marketing. 12th ed. United Kingdom, Thomson South Western. Hill, C.J. & Harmon, S.K. (2007). ‘Male Gender Role Beliefs, Coupon Use and Bargain Hunting’. Academy of Marketing Studies Journal. 11(2): 107-118. Marketing Week. (2007). ‘Market Research: Keeping it in the family’. London. 25 May 2006: 53 Morris, C. & Maisto, A.A. (2005). Psychology: An Introduction. United Kingdom, Prentice Hall. Weiten, W. & Lloyd, M. (2005). Psychology Applied to Modern Life. Adjustment in the 21st Century. 7th ed. United Kingdom, Thomson Wadsworth. Read More