In 2010, the town of Corbeil saw the birth of the People’s Education Association Marianne Films. An association that conducts cinema, citizen-oriented projects with youths from the region called Essonne.
Today, two years after the birth of the association, Marianne Films launches a web educational film against gender stereotypes, www.leblog2sarah.fr, performed by young girls in the neighbourhood of Tarterêts.
Return on an ambitious project
From January to June 2012, a cinema workshop « Equality » brought girls from Tarterêts to the MJC Fernand Léger of Corbeil for the realization of a web-film to block the way of stereotypes.
« Liberty, Equality, Fraternity. » Our national motto is unfortunately not proved in all areas, especially in terms of male / female equality. To counter this, the government has launched late in November 2012 an action plan to address these inequalities. In this context, Jean-Yves Le Drian, Defence Minister, participated on November 27 at an awareness session hosted by Caroline de Haas, Advisor of the Ministry of Women’s Rights, and former spokesman of Dare feminism. This is an opportunity for us to examine the role of women in National Defence.
A few weeks ago, we were mocking advertising conservatism about the household less than 50 years.
Because this forum is dedicated to equality, there is no reason to save the male counterpart of the household: the ideal man. No need to analyze a large corpus of commercials or newspaper articles to identify the stereotypes of masculinity: virile, sensitive, confident, lover of good food, new technologies, watches and cars, the GQ Man of sorts.
Womenology publishes the results of an exclusive gender study on the role of men and women in the kitchen. This study was conducted in partnership with Lesieur on the Marmiton website, with 2400 respondents in September 2012. Womenology depicts the main results of the survey on-line through an exclusive detailed graph:
Books dedicated its November 2012 issue to the differences between the female brain and the male brain. Why is there almost 5 times more autistic boys than girls? Why 80% of stutterers are men? Why 9 out of 10 inmates are male?
Can these statistical results be explained by biological differences and / or cultural? What is the role of the innate and acquired in our behaviour? For Serge Hefez, psychiatrist and psychoanalyst, we entered into a new sexual order, in which men and women have everything to gain. Ladies first; this is because the rigid complementarity of sexes isolation was putting them in an inferior position, men also because they are more and more likely to do well in the privacy or fatherhood.
The objective of the IPSOS « Junior Connect » study, published in January 2013 is to precisely describe the behaviour and aspirations of children and adolescents. It measures the attendance of all media aimed at young people under the age of 20 and studies their relationship. It also analyzes their purchasing and consumption habits (food, drinks), their relationships with brands and advertising.
From a methodological point of view, the survey results of the query on line 7000 children and young people under the age of 20, with a population of nearly 15 million people. From 1 to 6 years old: it is the parents who participated from 7 to 12 years old: the child answered the questions accompanied by his parents, from 13 to 19 years old: the teenager was able to express himself. The collection took 25 weeks, from May to November 2012.
For many years now, automakers have been trying to attract women; they do this by expanding their product offers and developing their designs, those range between rounded design, colour variations, sales of electric cars and many more. In order to decrypt the special relationship women have with this traditionally male sector, Yoann Demoli, PhD in Sociology, specialist in automotive offers closer look. (1)
Do women and men have the same look on cars?
When we asked if they enjoy driving, women respond twice as often as men that they do not like to drive. If getting older makes men less likely to enjoy getting behind the wheel, it does not seem like a decisive factor for women: their dislike of driving seems independent from the age, however, men and women mostly say that they love to drive (75%).
Men and women have different uses of cars. Looking at the indicator of the distance travelled by each gender, we see that men drive about 20% more than women on average. Such differences are found between all individuals, even if their course or their demographics characteristics are very different.
Given the very different qualities of men and women’s car fleet, I think that men and women differently weigh what they can expect from a car (comfort object, subject of achievement, aesthetic object or utility object).
Interview with Jean-Claude Kaufmann, sociologist
Daily partner, « self extension « , handbags assists women in their everyday lives. Both as a fashion accessory but also as a sentimental object, handbags carry many meanings. The evolution of the women status in society is reflected in their handbag. Through its content, it reveals the importance of family tasks still on the shoulders of women, but also the women’s desire to being « wonder women ».
You have developed extensive research on specific objects: laundry and handbags. To what extent did you choose those more than others?
We could say that all objects can have something to say. Sometimes they are embedded in the ordinary, the routine, almost invisible, and just suddenly, they have a shallow function you can highlight. Other times, it is difficult to understand. In particular, I tried to conduct a survey on the front door. For me, it was an object that symbolizes the crossing of the ground in all civilizations. However, I failed; this was because people did not want to talk about it. It is not that the subject had nothing to say, but it was hard to explain.
In France, brands are protected by the intellectual property law from counterfeit. The trademark registration is done by the INPI. But what is the role of the women in this important step? Do they lay as many brands as men? Do women lay more feminine brands than men? What links can be established between the feminine target and a trademark, the sex of a brand applicant, and his gender?
History of trademarks by women
Women have been very invisible in the world of entrepreneurship and testimony of brands for a long time. « Women are paid less than their male colleagues. They are more exposed to precarious employment and unemployment and have less access to positions of responsibility. In the field of entrepreneurship, women are vastly underrepresented. Women entrepreneurship is however a major challenge for growth and employment, « said David Kimelfeld, Vice-President of the city of Lyon (France) in charge of economic development (1).