In society, when we talk about « equality » between men and women, we often think about salaries, careers, or who does the household chores. We don’t however talk so much about equality amongst children when it comes to play, cultural activities and sports. However, the way that children are educated has a lot of influence on the way that gender representations are passed on. Such is evident in the latest film by Guillaume Gallienne « Les Garçons et Guillaume à table! » In cinemas 20th November 2013.
Since female emancipation, people, and women in particular, have continued to fight the injustices of gender relations.
However, stereotypes still exist in society, and are ingrained from a very young age. How can this be explained? This question was asked in a survey conducted in October 2013 on 1284 women by Womenology for aufeminin.com. (1) What kind of stereotypes still exist in family education? Do mums educate girls and boys in the same way? Why do boys rarely play with dolls?
« If the ‘I’ accompanies all our thoughts, it is not a neutral subject, we never stop even for a moment to feel like a man or a woman, » states Colette Chiland psychoanalyst. (1)
Gender, an essential prism
Belonging to a gender is a founding component of personal identity. In other words, whether people like it or not, their identity is « gendered. » The concept of « gender » was born in the United States in the 70s, in parallel with the development of feminist movements. But the sociologists, psychologists, philosophers, are not the only ones interested in this issue. « Marketers », concerned by the requirements of sales, have meanwhile developed the basis of « gender marketing. » They proposed to differentiate and advertise products according to the gender.
This vision, which appeared in the United States, is often accused of sexism in France. However, communicating the gender is not always synonymous of stereotyping; this strategy can be a vector of modernity in advertisements.
E-advertising and gender: a stormy relationship between stereotypes and progressivism
At the Digital era, polemics disperse at the speed of light on the web. Those who choose to provide advertisements about gender are considered traditional and are often criticized. But what can we retain about the e-gender communication? How does it manifest itself and what are the real opportunities and risks? Five master students from the MISC CELSA joined Dagobert to produce a case study about Gender Marketing at the digital era. (2)
Since the beginning of April 2013 Eram launched its new spring summer advertising campaign. Prior, an anonymous teasing maintained by a dozen fashion bloggers created a nice surprise. With originality, this brand of shoes imagine an innovative musical of 20 minutes about « What makes girls walk. »