SOC317H5 Lecture Notes - Lecture 6: Signify, Plaintext, Master Sergeant
Document Summary
Kids" desire for stuff: supply & marketing, fittin in/status, classed parenting styles, toys: agents of (gender) socialization. Toys are influential in the shaping of ours & others" gendered identities. Target: criticized for traditional gender socialization through segregation of toys for boys & girls. Aug 2015 - ends gender-neutral toy/bedding signs. Feb 2016 - new gender neutral design line. What"s wrong with gendered toy ads: reinforce gender rigidity. Gendered toys were common in the pre and post wwii period, but not ubiquitous. 1970s - 1985: gendered split appeared to be eroding, or ads defied gendered stereotypes. By mid 1990s, gendered division had returned to mid-century levels: this trend could signify the resistance to women"s increased involvement & progress in the public sphere. Finding a non-gendered toy today is relatively challenging. The way we learn to become a member of any group.
