Summary: The Mask You Live In

Decent Essays
I am a business major taking this course, in part, to understand how gender is used in marketing, and how organizations can manipulate the fluidity of gender to control purchasing decisions. I feel that a business perspective is not used often when discussing the sociology of gender and so I will use this opportunity to draw upon my business education and hopefully provide a unique perspective to the issue of gendered experiences. My observation will look at how shopping has become an increasingly gendered experience, forcing individuals to conform to normative expectations and even contributing to gender expectations becoming internalized in society. To start, we must recognize that gender is a social construct that assigns roles to women…show more content…
This creates a problem for not only transgender, bigender, gender fluid etc individuals but also for anyone who might not be a hundred percent masculine or a hundred percent feminine which breeds isolationism, marginalization and sometimes even worse. The video “The Mask You Live In” from lecture, sheds light on this issue, showing how not adhering to the set male gender norms leads to young boys becoming isolated, marginalized and sometimes eventually using self-harm or suicide as a method of coping. Even with all these negative side effects of gendering common products, companies continue to throw money at branding agencies and mass media to persistently perpetuate gender…show more content…
At its surface, it’s nothing more than funny skit, but when you delve deeper, there are clear sociological perspectives at play. One of the most notable ones are the types of traits that Terry Crews displays; loud, strong, muscular, confident, traits that are the epitome hegemonic masculinity. This becomes extremely problematic as it creates an idealized version of what men and women should be like. However, for the companies that use clever branding to influence gender norms, this is fantastic because it creates a model image that men and women then vigorously try to emulate, often buying the products that promise to help them reach that image, in the process. This creates a never ending cycle of consumerism, where men and women try to buy their way into the idealized versions of
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