SOC393H1 Lecture Notes - Lecture 6: Masculinity, Emotional Labor, Gender Role
Document Summary
Consumer society lecture 6 types of buyers: women and men: women and men as buyers: Second variable that affects buying and spending is gender. All agents of socialization teach people their gender. People who bend their assigned gender rules are treated harshly. Women are expected to behave in a feminine way vs males in a masculine manner. Essential difference is between highly fertility and low fertility societies, societies with high fertility is where the difference between gender is is emphasized highly. Societies differ markedly in how they distinguish between masculinity and feminity, but don"t vary in what they think is masculine vs feminine: men and women buy differently: Women are expected to spend in feminine ways vs men: advertising depicts men and women differently: This kind of gendered differentiation though weaker than in the past continues to be advertised. Advertising still appeals to women"s desire to become, or appear a lovely possession.
