...Gender has had a large effect on consumption of products and services in the Irish society. Gender roles have changed over time in the Irish society; women have gone from the traditional roles of housewives to having professional occupations. Changing gender roles in the Irish society has lead to many difficulties for marketers. To be male or female can be defined biologically, but masculinity and femininity are socially constructed. The image of masculinity and femininity differ due to cultural aspects and change over time. Early advertising and brand building were aimed at women in the Irish society as the consumer was seen as a female role. Products and services of less significance such as domestic brands were aimed at women. Adverts for domestic brands often represented women to be naive and foolish. The washing detergent adverts for Ajax Laundry Detergent in the 1960’s portrays the foolish housewife. “The housewife was a uniformed and classless persona precisely because marketers could for the first time unite women from different backgrounds under the same banner” (Giles, 2004) Due to marketers the perceived image of a woman’s role was a housewife. This image of a woman who cooks, cleans and takes care of the children was a learned image in the Irish society. From a young age we were exposed to housewife role through children’s programs, television soap operas films and television adverts. This image of the traditional housewife was broke in the late 1980’s and early...
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...As our society changes, its gender roles often change to meet the needs of our society. It has been said that gender roles in both females and males are likely to display either sensitive or influential behavior which has been presented by both the individual and in the society, the person was raised in. However, this is not to say that traditional roles, reversed roles, or anything in between is primarily bad. According to Peggy Sanday in her journal “Female Power and Male Dominance on the origins of Sexual Inequality” she states that “Male and female power roles are cast when peoples forge their sense of peoplehood. A sense of peoplehood implies a shared code that guides behavior, including the behavior of the sexes, not only in relation...
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...‘At the Bay’ largely utilizes natural images as a means of expression, focusing heavily on landscape and setting in order to create the foundation for the establishment of themes integral to the characterization and plot development. The story instantly commences with the light shed on scenery and environment, “The sun had not yet risen and the whole of crescent bay was hidden under a white sea-mist” followed closely by ,”Drenched were the cold fuchsias, round pearls of dew lay on the flat nasturtium leaves”. References to ‘paddocks’, ‘bungalows’ and ‘a flock of sheep came pattering’ provide evidence of a rural, New Zealand setting and the usage of seasonal images of “the marigolds and the pink” indicate a Spring backdrop. Phrases such as ,” It looked as though the sea had beaten up softly in the darkness, as though one immense wave had come rippling” foreshadow the darker aspect this story is to follow as it progresses. The rural setting is further reinforced by the personification of the ‘gum-tree’, “An enormous shock haired giant with his arms stretched out” Mansfield’s composition follows an abundance of paragraphs, each of a constant length allowing for the build-up of a slow paced, tranquil atmosphere to grow at the base of the narrative, in line with the expanse of description. The first hint of one of the recurring motifs comes with the encounter with the Cat and the Sheep-Dog. Mansfield gives the Cat a metaphorical voice, “Ugh! What a course, revolting, creature...
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...Johnson and Wales University Sex and Gender. Enrique Lesende Professor K. Barker PSYC 2001 02/06/2012 The words sex and gender are often used interchangeably. However, sex refers to male or female, while gender refers to masculine or feminine (Bland). Therefore, sex includes the biological characteristics that distinguish the two sexes and do not change around the world. Gender on the other hand, comprise the behaviors and expectations a particular society considers appropriate for the two sexes to display. In the societies of the past, the environment further adapted whatever biological tendencies males and females were thought to have had (Kruger). Boys and girls were nurtured to fulfill the specific gender roles anticipated of them. Men were expected to be strong and to support their families by taking on activities outside of the house in both the agricultural and industrial eras. In order for culture and the expectations of that culture to continue, young boys were taught the tasks their fathers performed. When schooling and higher education became available boys were also expected to attend. As society continued to transition, men began taking up higher positions in governmental, medical and business fields (Dunleavy). On the contrary, the feminine role was to care for the children and run the household. Even as communities developed from agricultural to more industrial and continued to evolve subsequently, young girls rarely received a basic education...
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...Introduction The issue of gender stereotyping is a prevalent global concern. When people apply gender assumptions to others, regardless of evidence to the contrary, they are perpetuating gender stereotyping. Many people recognize the dangers of gender stereotyping; yet continue to make these types of generalizations. Traditionally, the female stereotypic role is to marry and have children. She is to put her family's welfare before her own; be loving, compassionate, nurturing, and sympathetic; and find time to be sexy and feel beautiful. The male stereotypic role is to be the financial provider. He is also to be assertive, competitive, independent, career‐focused, and always initiate sex. These sorts of stereotypes can prove to be harmful; they can suppress individual expression and creativity, as well as hinder personal and professional growth. Children learn gender stereotypes from socialization. Gender socialization is the process where children learn to develop behaviours regarding what constitutes being a male or female. Beginning at a young age, parents, school, peers and the media highly influence the gender behaviours children replicate and ultimately internalize. My compilation of media entries focuses on the progression and adaptation of gender stereotypes in the media. Over time, perceptions of gender roles have changed, causing the media to modify traditional marketing tactics to conform to them. I chose to organize my entries into three sections....
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...Gender 1100 I look back on my upbringing, as a whole, completely stable but as I view the events and periods of my life that have helped to shape who I am today, including my gender role, I realize it was far from simple. I have spent most of my life jumping around; my clear memories begin at about four years of age when my family moved to England for my father’s work. At home I was spending a majority of my time trying to keep up with my two brothers, only a year older than me. Being one of the boys was my goal when I was within the confines of my home. Outside of the house I attended an all girls school in which my feminism was emphasized. Manners lessons and ballet were the focal point of my education at the time, overall we young girls were expected to be as dainty and feminine as possible, I began to scoff at the idea of wearing anything but dresses and being utterly disgusted at what the boys my age were concerning themselves with. So even at such a young age my view on what a woman should be was very rigid and old fashioned while my desires when I left the public eye and were at home was to be just the opposite, I knew even then that my role at home would not do me any good while I was at school. As Janet Hyde writes about in her article, “The Gender Similarities Hypothesis”, gender differences have become overly emphasized and expected. From the age of four until eight when I moved back to the United States my expectations as a little girl were extremely firm, the...
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...have a rest now’: an analysis of norms influencing men’s role in prenatal care in south-eastern Tanzania Karin Grossa,b,Ã, Iddy Mayumanac and Brigit Obrista,b,d a Swiss Tropical and Public Health Institute, Basel, Switzerland; bUniversity of Basel, Basel, Switzerland; cIfakara Health Institute, Dar es Salaam, United Republic of Tanzania; d University of Basel, Institute of Anthropology, Basel, Switzerland (Received 27 September 2011; final version received 19 July 2012) Men as sexual partners, fathers and household heads have a direct bearing on women’s reproductive health. However, little is known about the influence of changing norms and values on men’s role in ensuring women’s health during pregnancy and childbirth. This study from rural south-eastern Tanzania explores men’s and women’s discussions on men’s roles and responsibilities in prenatal care and links them to an analysis of norms and values at the household level and beyond. Data from eight focus group discussions with men and women were consensually coded and analysed using a qualitative content analysis. Four dimensions of norms and values, which emerged from analysis, bear upon men’s support towards pregnant women: changing gender identities; changing family and marriage structures; biomedical values disseminated in health education; and government regulations. The findings suggest that Tanzanian men are exposed to a contradictory and changing landscape of norms and values in relation to maternal health...
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...A Comparison and Contrast of Gender Stereotypes in Advertising According to a study conducted in 2005 by Nielsen Media Research, the average American watches over four hours of television per day and 25% of that hour is comprised of advertising. This gives advertising companies a captive audience to include men, women, young, and old. Turn on the children’s channels and there are ads for juice boxes and the newest toy; turn on the sport network and there are advertisements for beer and beef jerky; turn on the entertainment channel and there will be advertisements for feminine products and shampoo that make claims to leave hair voluminous and shiny. While both men and women are subject to product advertising, it can be expected that the advertising companies use general gender stereotypes to line their pockets and sell products. Simply turn on the television for 20 minutes and you will likely find a plethora of advertisements that use gender stereotyping. Now, take for instance the following scenario, “Girl’s Night Out”, a common tradition for young women in their 20’s and 30’s. Get the girls together and hit the town on a Friday night; dawn a new pair of stilettos and a cute skirt and off to the bar for some cocktails! The women are grouped together; catching up on the latest gossip and here approaches the token tall, dark, and handsome man to steal away hearts. Sounds like the picture perfect evening out. Isn’t this what every 20 or 30-something, single woman’s dreams...
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...conception of "feminine" and "masculine." Much about these conceptions is not biological at all but cultural. The way we tend to think about men and women and their gender roles in society constitute the prevailing paradigm that influences out thinking. Riane Eisler points out that the prevailing paradigm makes it difficult for us to analyze properly the roles of men and women in prehistory "we have a cultural bias that we bring to the effort and that colors our decision-making processes." Sexism is the result of that bias imposed by our process of acculturation.Gender roles in Western societies have been changing rapidly in recent years, with the changes created both by evolutionary changes in society, including economic shifts which have altered the way people work and indeed which people work as more and more women enter the workforce, and by perhaps pressure brought to make changes because of the perception that the traditional social structure was inequitable. Gender relations are a part of the socialization process, the initiation given the young by society, teaching them certain values and creating in them certain behavior patterns acceptable to their social roles. These roles have been in a state of flux in American society in recent years, and men and women today can be seen as having expanded their roles in society, with women entering formerly male dominions and men finding new ways to relate to and function in the family unit. When I was growing up a woman was never...
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...women in Albania. In Northern Albania there are some women who had decided to take on a gender role of a man. I had some really interesting insight after reading authors’ facts and opinions on a woman’s role in Northern Albania. This paper will explain my insights I have learned from my research about women of Northern Albania. Women in Northern Albania had no liberal rights and were not equal to a man. In particular; what I wrote about in my findings of research was the Albanian women who decided to take on a gender role of a man in their society. Albanian Women in their Culture In this case, my researching of some Albanian women choosing to take the gender role of a man is understandable under their circumstances. I do look at this from a walk-in-my-shoes point of view. The best way to understand is with an open mind and considerate respect of Albanian’s culture. The question in our essay prompt; is can we use a standard “quality of life” evaluating people from their culture? Probably so; but in my research it would be hard not to avoid cultural relativism and or ethnocentrism in examining cultures different from our own. If I were to visit Northern Albania and have the opportunity to meet with these women who decided to take on the gender role of a man; I would not judge their actions of their choices. In amazement I thought how brave they are and strong willed to give up their role as a woman. I would look at this from a stand point of their belief and liberty to choose...
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...Gender Equality Women have faced major discrimination when it comes to work and sometimes in education. Women decades ago had a wide range of opportunities denied to them due to their sex. Women have always been looked upon as the weaker sex and men as stronger and as the rulers. Women years ago were not seen as individuals, they were basically their husband’s slaves. Women were the ones to stay home, make dinner for their cranky and tired husband, look after their children, clean the house and answer to their husband. It was pretty safe to say that women were never the ones that over ruled this society, but “there have been huge changes…” (182) in gender equality. Gender equality has changed dramatically over the years and the shift toward gender equality will continue over the next years to come. It all started in the 19th century something important was born and it was the birth of the women's rights movement. Women were tired of being the “caregiver[s]” (Gender Roles Within American Marriage) while the men were the “breadwinners” (Gender Roles Within American Marriage). Women had to do change things around because they could not live the same life they were living. Many of the “women were suffering under the dominance of men in their lives” (Gender Roles Within American Marriage). It was time for women to fight for “gender equality in family and society economics, social, cultural, and educational fields” (Gender Roles Within American Marriage). It was not easy for...
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...From the Internet, I know that the “family unit “means very important groups in society and it includes parents and children. No matter how society develops, the family is very important in the world. Although changing gender roles become more and more popular in modern society, the family unit will not be affected too much because everyone needs a family. No matter how the gender roles changes, if people want to have a child, the best way is getting married. Society development is always following the natural law. Although female becomes independent and capable in modern society, have a baby is a special duty for the female. According to Aaron H. Devor, author of article, “ Becoming Members of Society: Learning the Social Meaning of Gender,” he says, “Members of both gender are believed to share many of the same human characteristics, although in different relative ……for each gender class” (388). A lot of successful females also have happy families in modern society. When gender roles change, it will not affect the female to have a baby because female can continue her career after having a baby and male can spend more time to take care of the baby. Part of result of changing gender roles is female go outside to work and male stay at home and work at home. It still can compose family no matter female or male stay at home. Male is more fit to take care of the family than female. Everyone knows that males have better physical power than female. It means that males...
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...A New Era in Marriage Patrick Liou PSYC 359 Professor Barone A New Era in Marriage Robert Sternberg’s Triangular Theory of Love states that intimacy, passion, and commitment combine to produce different types of love, ranging from non-love to consummate love. In the 21st century, most Americans consider romantic love as key criteria in finding a marital spouse, but throughout history, the choice of a spouse usually had little if any to do with romantic love. In the 1960s, when the dynamics of a marriage followed the breadwinner-homemaker model, couples who married looked for a companionate partnership that would provide a stable living financially since financial stability was often a priority over individual happiness. Fast-forward fifty years, the economic prosperity has turned the United States into an individualistic society, and the lack of connection and chemistry would often be a deal breaker in a romantic relationship. This shift of prevalent love style from companionate partnerships to individualized marriages that stress romantic love can be attributed to women having better access of higher education and becoming economically independent of men, breaking the need for women to depend on a man as the breadwinner of the household. With women becoming financially independent, they are no longer limited to being a homemaker and can pursue the same opportunities that are offered to men. Thus, under the social exchange theory, men are no longer able to offer financial...
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...been a switch in gender success throughout education; coming into the late 1980’s underachievement by girls was common; girls were less likely than boys to obtain one or more A-levels and were less likely to go on to higher education. Coming in to the next decade of the 1990’s there was a sudden reversal; girls were now doing better than boys who were now underachieving. In 2006 10% more females were obtaining 2 or more A-levels than males. Women are now getting better degrees than men. Sociologists have looked into this gender diversion from a social perspective. What made this reversal so sudden and why did it occur? Feminists believe that the education system is patriarchal and dominated by men, just like the work force is. Feminists argue that the education system is just a primary preparation for leading into the future work force. They believe there are still gender differences in subject choice in schools. Sociologists Heaton and Lawson (1996) argue that the ‘hidden’ curriculum is a major source of gender socialisation; within education, various subjects are aimed at a certain gender group; for example cooking would be aimed at girls doing house work and cooking. While most schools now title this course, Food Technology, feminists believe that the subject is still designed to 'snare' girls into adopting a mode of behaviour a patriarchal society accept and that the gap between girls and boys is still there in today’s society. Feminists also believe that gender stereotyping...
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...Gender Roles: Still affecting us Today Even though gender roles have significantly changed and improved throughout history, women still face discrimination today. Gender roles are mainly focused in the aspects of femininity and masculinity. Women are required, since an early age, to view and portrait themselves as objects to be admired; while men are expected to possess physical strength and make a life for themselves. During the process of growing up, the world opens to males, and closes for females. According to said Kristin Mari, associate professor at Johns Hopkins Bloomberg School of Public Health "Adolescent health risks are shaped by behaviors rooted in gender roles that can be well-established in kids by the time they are 10 or...
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