Target's Observation Report

When it comes to the social construction of gender, the way toy stores advertise their product play a huge role in the contribution. Sitting on the floor looking at the Walmart toy selection, I noticed a few things that I never really paid close attention to before. First, when did the colors pink and blue become a tool used as a gender binary? Second, why does it seem to be a pattern of the professions that the toy emulate in regards to each gender? Third, what does this all mean?

The toy section at Target had many clear differences in the toys for boys and the toys for girls. The types of toys that were out on the shelves were different, but also the way the toys were presented were different. Girls toys mainly consisted of stuffed animals, dress up clothes, babies and dolls including Bratz, Barbies and fairies. The primary colors of all these toys consisted of different shades of purple, pink, and white. There were bits of blue and yellow but it seemed that all the colors stood out and had a type of feminine aspect to them. Besides color, the girl’s toys were often soft and fuzzy or

In the research done on “Sex Roles, Pink or Blue: Environmental Gender Stereotypes in the First Two Years of Life,” by Andree Pomerleau, Daniel Bolduc, Gerard Malcuit, and Louise Cossette at the University of Montreal stated that the physical environment of girls and boys will have an impact on the development of specific abilities and activities in children. In the research, three age groups were investigated and given types and colors of toys and have determined that boys prefer sports and large and small vehicles while girls had more dolls and fictional characters. The research proves that boys are more active and aggressive than girls. The research shows that as early as 18 months of age, children are already predisposed by sex stereotypes by their parents.

Throughout history, gender roles have been the foundation that determines the course of a civilization. These gender roles have undergone a change over time. It is important for every society to re-evaluate its preconceived ideas of gender and determine if that is still the norm for their society. When people think of gender roles we typically have set stereotypes in our head of what that means. Much of the time, what we believe, is not what is actually true. It is often argued what is right and what is wrong.

In many shops, there seems to be an obvious separation between boys and girls items, for example, the birthday cards, books, clothes, and toys. This is shown in a variety of ways the boy's items are mainly the color blue and the books have pictures of either action figures, superheroes or tools. Whereas the girl's items are mainly the color pink. The books show pictures of fairies, princess, and Bratz. The cards also have the theme of the color pink for girls and blue for boys. The girl's cards have a lot of sparkles and pretty pictures whereas the boy's cards are covered in camo kind of illustrations and also have action figures on the covers. The children's clothes are separated into sections where there are labels for the boy's clothes and labels for the girl's clothes. The girl's clothing is all pretty and pink, it is covered in sparkles. Whereas boys clothing has camo patterns, blue colors, and pictures of action figures.

Children learn as early as age two what it means to be a “boy” or a “girl” (Aina & Cameron). This is described as gender identity, a person’s sense of self as male or female. Gender stereotyping emerges hand in hand with the development of gender identity in Early Childhood (Halim). Gender roles are society’s expectations of the proper behavior, attitudes and activities of males and females. When babies are born they are either put in pink or blue, as they grow up they still maintain the same “gender” colors. As young children start to socialize, they are playing with either “girl” toys or “boy” toys. When they get older they

In a near by Walmart I analyzed some of the toys that were on the boy section. Most of the items that I saw had an influence of violence and/or job related roles that men are usually known to work in. For instance, the Nerf N-Strillee Elite Cross Bolt Blaster, is designed to make boys feel the experience of having a real crossbow which can be viewed as a violent toy. This item had two main colors, blue and orange, which usually signifies as

When you walk into the toy section of any store, you do not need a sign to indicate which section is the girls’ side and which section is the boys’ side. Aside from all the pink, purple, and other pastel colors that fill the shelves on the girls’ side, the glitter sticks out a lot as well. The boys’ toys however are mostly dark colors – blue, black, red, gray, or dark green. The colors typically used on either side are very stereotypical in themselves.

For thousands of years, established gender roles have been a part of our society. Women are commonly known as sensitive, emotional, or passive. On the contrary, men are described as rational, competitive, independent, or aggressive. Believing women are more emotional than men is stereotyping. However, the stereotype is not entirely untrue. Development of gender roles is often conditioned more by environmental or cultural factors than by hereditary or biological factors. The development of gender roles between men and women involves the inference of peer community of each gender, the communication style of male and female and the intimacy or connection level of men and women.

Our roles as men and women start at the hospital when we are born. Boys get blue blankets while girls get pink blankets. The toys we play with growing up are targeted at either males or females. Toys that are made

In our society, there are norms of what is considered to be feminine and what is to be considered masculine, but how are these norms constructed? Through the use of toys, books, and clothing, children are socialized into their “appropriate” gender. These objects provide influence over behavior and appearance, showing boys and girls what is appropriate for each gender. After some investigation it was found that the toys, books, and clothing that children use not only foster the norms of gender behavior and appearance, but also construct gender roles in their young minds.

Gender socialization often begins early once parents are shown the sex of their child; from then on, baby showers are planned according to gender “appropriate” colors, which are often pink for girls and blue for boys. Even differences in how children are spoke to can be picked up easily in Western cultures. Girls are called pretty and sweet, whereas boys are handsome and strong. Ultimately, the way children learn to identify with their gender culture is in part due to not only family and friends, media, schools, and religion, but also from the toys that may inexplicitly advertise gender expectations. Gender-typed toys may be bought for children as a way for parents to encourage and reinforce gender-appropriate behaviors. However, recent debates have engulfed toy manufacturers and major retailers, which has brought about changes in toy design and marketing in an effort to make reflect more realistic and gender neutral options.

Gender role is defined as the socially constructed and culturally specific behavior and appearance expectations imposed on women (femininity) and men (masculinity). Many girls are subjected to gender role stereotyping and different treatment Through socialization, individuals learn to behave in accordance with the expectations of others in the social order (Hult, 83.). Gender ideology is involved when one attaches a color such as pink and blue to sex and when one designates types of toys as male, female or neutral. Most play behavior is an outcome of gender role stereotyping that stems from cultural ideology. Early research provides that by first grade, boys recognize sports, whereas girls recognize grades

Through clothing, toys, children are negatively influenced by the stereotypes that accompany them. In clothing stores around Canada, the apparel of young boy's and girl's is stereotypical. Seen immediately in clothing stores is the extreme contrast between the two sections. The girl's section is filled with an abundance of sparkles, sequins, flowers, and pink on all articles of clothing. The boy's section is the

Within and across different cultures, we can find great consistency in standards of anticipated gender roles. In the United States, like many other countries, males are expected to be independent, assertive, and competitive. Females are expected to be more passive, sensitive, and supportive. For example, when a woman gives birth, she is the one that is expected to stay home and take care of her children while the father goes to work and is the breadwinner for the family. In society, it is more acceptable and common to see the women stay home and take care of the house and children while the husband goes to work instead of the other way around. Stay at home dads are not as common as stay at home moms. However, it is up to the individuals on what they decide as a couple. Because of this, gender appropriate behaviors can be seen because of sex segregation and starting at young ages.