Gift Guide from UltraViolet: Freeing Kids from Gender Stereotypes

Posted on December 12, 2012 at 3:00 pm

McKenna Pope, a 13-year-old from Garfield, New Jersey, wondered why she saw men cooking all the time on television but the Easy-Bake Oven was being marketed as though it was just for girls.  She started a petition on Change.org and has gained widespread support, including the endorsement of male chefs.  So it was great to find this list of toys and other gifts that are marketed free from gender stereotypes from UltraViolet, including great movies like Whale Rider.  Bravo!

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Appalling Critiques of Jennifer Lawrence’s Body in “Hunger Games”

Posted on March 24, 2012 at 10:58 am

Thanks very much to L.V. Anderson for a piece in Slate about truly horrifying discussions of Jennifer Lawrence’s body in reviews of “The Hunger Games.”

A baffling, infuriating trend has cropped up in reviews of The Hunger Games: critics bodysnarking on Jennifer Lawrence. “A few years ago Ms. Lawrence might have looked hungry enough to play Katniss,” writes the New York Times’ Manohla Dargis, “but now, at 21, her seductive, womanly figure makes a bad fit for a dystopian fantasy about a people starved into submission.” The Hollywood Reporter’s Todd McCarthy comments that Lawrence’s “lingering baby fat shows here.” And—most bluntly—Hollywood Elsewhere’s Jeffrey Wells calls Lawrence a “fairly tall, big-boned lady” who’s “too big” for Josh Hutcherson, who plays Katniss’s romantic interest.

As Anderson points out, Lawrence is very slender and attractive.  If she does not look super-model skinny (the kind of severely underweight body recently outlawed in Israel for models in ads in an effort to combat eating disorders), I consider it a major step forward to give audiences  heroine whose body communicates health and strength.

Oh, and one other appalling — and revealing — aspect of Wells’ comment.  Why make the obligation of physical suitability on Lawrence?  Why not say that Hutcherson, who is in a supporting role, is too small for her?

To add insult to injury — and some more insult, too — Wells advises his readers to beware of the reviews of “The Hunger Games” by female critics “as they’re probably more susceptible to the lore of this young-female-adult-propelled franchise than most.”  Um, “most?”  Who would that be again?”

Once again, the male gaze, or Wells’ male gaze, is the norm and everyone else is just an outlier.  Thanks to Matt Singer of indieWire for pointing out that there is no statistically significant difference between the ratio of positive to negative reviews of this film by male and female critics.

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Understanding Media and Pop Culture

Marketing Legos to Boys and Girls

Posted on March 13, 2012 at 8:00 am

Thanks to my friends at the Campaign for a Commercial-Free Childhood for pointing me to this look at the different way Legos are marketed to boys and girls.  I love the way the website lets you make your own mash-up.

I understand that children and teenagers can exaggerate gender differences to establish a margin of safety as they attempt to understand the complexities of gender and culture and advertisers and their clients want to appeal to them.  But as shown most vividly in the viral video of the little girl who was furious that Toys R Us seemed to think she would only want toys that were pink, marketing this way reinforces a lot of stereotypes that are not appreciated by today’s children.

I like this commentary by CNN’s Mark Joyella:

The new range of girl-targeted Lego toys (by which I mean figures and accessories in addition to the classic blocks that date back decades) features such forward-thinking concepts of what girls want in a set of plastic blocks as a beautician, a pop star and a “social girl.”

I’ll admit all I know about girls is what I’ve learned from my daughter over the last eighteen months since her birth. But the idea of forking over any amount of money for toys that limit her vision to 1950’s stereotypes? C’mon, Lego. You can do way better than that.

As Bloomberg Businessweek’s Brad Weiners reported this week, “now, after four years of research, design and exhaustive testing, Lego believes it has a breakthrough in its Lego “Friends” … a full line of 23 different products backed by $40 million global marketing push. ‘This is the most significant strategic launch we’ve done in a decade,’ says Lego Group Chief Executive Officer Jorgen Vig Knudstorp.”

Four years of research to create a Lego beautician and a “social girl”? Didn’t Barbie pretty much cover that ground sometime before 1960?

These ads give families a good opportunity to talk about how commercials try to trick us into wanting and even thinking we need things and about the importance of asking ourselves who the messages are coming from and what the messages are.

 

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