Essay Plan Section Two & Three Expanded - Fleshing out bullet points with further information and facts about the subject. At this moment in time, I am proposing what content could be included within the structure, however, I do feel quite overwhelmed with information at this stage! Perhaps I am discussing far too much information. I want the content and structure to flow and think its perhaps a bit disjointed? Hopefully I will come away from my progress tutorial with a clearer idea of what content/ research to push forward.
‘Gender neutrality in children's' products and education is a good thing’ Stray Thoughts // where to place information? Conclusion // intro??? - We are born into a world with pre determined perspective on how our gender informs our characteristic and behaviour. People continue to try and challenge these conforms of society, but never the less gender is taught to us from the moment we are born - certain expectations and messages are constantly forced upon us from all angles, form the media to our schools and religions. - Western societies values are embedded within us from such an early age, that its proved difficult for an individual to break away from these constraints. Theres a continuous pressure on young children to conform to gender stereotypes from the media and toy manufacturers and distributors, and it becomes so easy to adapt and comply to these roles as an influential child when there are seemingly no other options available in the market, however, gender neutrality is beginning to emerge, and challenge these outdated stereotypes, aiming to give children the opportunity to explore and naturally discover their own interests. Intro? Advertising: The power of advertising, the idea that certain ideals are forced upon us through daily lives, - are our decisions really our own? brainwashed into thinking a certain way, develop particular aims in life based on what we are told we should strive to achieve? John Berger talks of the impactful presence publicity imagery in the media and advertising have on our society, how our views concerning such things as gender, are always influenced by so many external factors. What we see is shaped and manipulated through imagery. “In the cities in which we live, all of us see hundreds of publicity images every day of our lives. No other kind of images confronts us so frequently. “in no other form of society in history has there been such a concentration of images, such a density of visual messages.” “one may remember or forget these messages but briefly one takes them in, and for a moment they stimulate the imagination by way of either memory or expectation.” Berger raises the point that we as consumers are bombarded with publicity through our everyday lives in such a way that we absorb the information without necessarily intending to. Images are presented to us as we walk down a street, on a bus stop, shop windows, magazines, on the side of a bus, or during a commercial tv advert, - its almost impossible for us to not be influenced by publicity when these messages are so present, we subconsciously take in the information. So if publicity has such a strong impact over our conscious everyday decisions and values, then what impact does this have on a younger generation? Specifically at the cognitive development around ones gender identity behaviours? // gender related characteristics? surly these influences are much to blame??? children are lead to believe // that they have freedom of choice ….. but in Walking into a toy shop, there is a clear divide - boys girls. - toy adverts etc - societies pre determined views of how each gender should behave and what they should and shouldn't be interested in.
Section Two Gender stereotyping and education is a real thing - evidence
Points to raise: • • • • • • •
Gender differences - male / female brain The pink/blue divide in children toys Monkey experiment - what does this show? Demonstrate that gender stereotyping in children's toys is a real and present thing. Gender stereotypes in the media - advertisements // TV shows Why is gender stereotyping an issue? - harmful for development Argue Gender as a social construct?
Specific: People // Case studies // Documentaries // Research • • • • • • • •
Dr Elizabeth Sweet Judith Butler Is your brain male or female? (Horizon) Fighting the power of pink (BBC Radio 4) Dr Ellie Lee - The sociologist at the university of Kent. Dr Anne Moir - Neuropsychologist and Author of 'Brain Sex' (must try and read!) Cordelia Fine’s Delusions of Gender - debate, between neuroscientific gender determinism and the sociological rebuttal, took place at the Battle of Ideas festival in London this year Pink Stinks campaign
Gender differences - do they truly exist? - the male / female brain Some would argue (???) that from the moment we are born, girls and boys exhibit different behaviours and interests through early development, depending on gender. That their choices diverge from instinct, with separate characteristics relating to each gender. that these differences in boys/girls sections of the toy stores is in response to male/female behaviours. But are woman and mans brains truly so different? So different that we can in fact demonstrate clear differentiating behaviours and interests? Within the documentary ‘is Your brain male or female’ some interesting studies were carried out in an attempt to show the different brain functions demonstrated by men and woman, and what characteristics divide the two sexes.(discuss findings in more detail) The experiment does show some evidence of the differences that may be present between a male and female brain, however, the individuals taking part in the experiment are adults. At this stage in their life, external factors come into play, - these people have been influenced by the media, environment, upbringing. - So yes perhaps male/female do behave and think differently because of certain pathways formed in the brain - masc/fem - but is this due to nurture? or have these pathways developed in response to these heavily influencing environmental impact throughout their development? (second test carried out by… suggests the latter)
- Where do these stereotypes - evidence of characteristics - such as the ones demonstrated through this test, stem from?? embedded or taught to us? Many toy companies and manufacturers argue that their gender specific toys - are simply responding to the natural instincts / behaviours demonstrated by children • boys - masculine - trucks • girls - feminine - dolls etc. - But what evidence is this based upon? Is there any real truth or evidence routed within these claims?
The Pink / Blue divide BBC Radio 4 Documentary ‘Fighting the power of Pink’ - Kat Arney investigates the issue of gender stereotypes, and aims to uncover the truth about colour preferences amongst different genders, as well as looking at the harmful implications our societies pre determined views on gender can have on young children. ‘Many people – such as the Pink Stinks campaign – are fighting against the power of pink. In response to complaints about the pink/blue divide in their wares, toy retailer the Early Learning Centre points vaguely to research showing that "gender is a major factor in determining children's colour preferences, with most boys typically preferring blue and girls preferring pink from infancy." But is this really true? And does it even matter? Together with radio producer Jolyon Jenkins, I've been searching for the scientific truth behind the rampant pinkification of toys for girls. Perhaps the most compelling evidence that "pink is for girls" comes from colour preference studies where children or adults are asked to look at different colours and pick their favourite. The earliest example of this kind of experiment was conducted at the Chicago World's Fair in 1893 and suggested that most people prefer blue, with a slight female preference for redder hues.’ ‘The biggest study of colour preference in younger children tells a different story. Professor Melissa Hines ran tests on more than 100 children under the age of two and found no difference in colour preference, with both sexes preferring pinker colours – possibly because that's the colour of Mummy.’ Whilst these experiments show some evidence to support the claims that boys like blue girls like pink, it is extremely vague and inconclusive. These early recorded experience don't explain how we have reached the extent of todays pink / blue personification within the current toy industry? It could be said that these findings have been exaggerated to the extreme, - that the colour preferences that society is pushing upon young children has no real basis to rely on. Other experiments to mention: Monkey Experiment: mentioned in both - ’is your brain male or female’ and Fighting the power of pink. ‘But a difference did show up in the types of toys kids preferred. Boys as young as 12 months old tended to go for moving toys like cars and balls, while girls picked dolls. Intriguingly, this finding also bears up in non-humans. Male rhesus monkeys prefer to play with balls and toy cars, while females are drawn to dolls.’ (need to look into this case study in more detail! - dates//people//conclusions) In an article discussing her findings, Kat states: "It seems likely that even if there isn't an innate girlie preference for pink, there is a gender bias in the types of toys boys and girls prefer. But it's important to remember that this isn't an exclusive divide. Girls still like playing with cars and construction toys, while boys enjoy playing with dolls. After all, what is Action Man if not a dolly with a crew cut?" Despite there perhaps being some evidence that in early child development, on a broad scale boys are drawn to the toys seen as ‘masculine’ and girls to the ‘feminine’ products, there is no clear segregation between the two, so it could be argued that severely segregating children’s toys by gender is restricting children's choice, and free will. Gender stereotypes are being forced upon each gender, instead surely they should have the opportunity to explore and decide on their own interests?
Gender Stereotyping is a bad thing… Society has made many developments, and come a long way - gay / gender equality - although battles still to be had. However, some would argue that in the case of gender stereotypes on young children, - it has got progressively more divided. why? where? - adverts // toy isles. Gender stereotyping is still a very relevant issue: • Gender stereotypes in Disney • give examples of specific products found • colouring books - boys/girls blue/pink divide • Toy isles - early learning centre • Tv advert examples • Children’s Tv shows - To determine the impact of gender stereotyping in children products and education, - need to look back to when a child is truly influenced by their surroundings? when does their environment have an impact over their cognitive development? key stages of development? - the most influential at an extremely young age. There is much evidence to suggest that this happens from the moment a child is born. (….child’s development article reference) - The fact that society continues to push these strictly male female labels within children’s toys is discouraging to many. Its argued that upholding these stereotypes will continue to limit children’s development - stopping them from exploring - naturally. - grow up feeling that they need to conform to these stereotypes and labels? And to what extent do these early influences have over a the future of an individual? life choices - - education - relationship roles - job roles / career choices. This is why gender stereotyping at an early age can be seen as a bad thing….according to: Dr. Elizabeth Sweet Her argument; Quotations here.
- in an article written for atlantic magazine, Dr Sweet talks of her belief that Toys are more divided now than they were 50 years ago. She argues that Even at times when discrimination was much more
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common, catalogs contained more neutral appeals than advertisements today. - Quite a shocking statement? ‘In the sears catalogue advertisements from 1975, less than 2 percent of toys were explicitly marketed to either boys or girls.’
“Studies have found that gendered toys do shape children’s play preferences and styles. Because gendered toys limit the range of skills and attributes that both boys and girls can explore through play, they may prevent children from developing their full range of interests, preferences, and talents.” “I am troubled by what I see as a move toward more repressive ideas about gender in the land of children’s toys, and I’m also concerned about the constant push to consume and spend for children from birth onward. The manufacturers who make the bulk of children’s products, and the marketers who sell them, generally do not have children’s best interests at the forefront. Rather, the desire to profit is paramount, whatever the social cost. “
Section Three: Points to raise: • • • • • •
What can be done about gender stereotyping? how is the problem being addressed? campaigns show selection of gender neutral products // products breaking gender norms Who is listening? what impact are these positive approaches having? - toy stores responding positively Gender stereotyping in education - raising awareness of // fighting against So, whats Holding back the inclusion of gender neutrality? Problems/challenges/difficulties negative responses to gender neutrality Are parents // education partially to blame?
Specific People // Products // Case studies // Research: • • • • •
The guardian (katherine schwab) Dr Laura Nelson Emma Moore - Pink Stinks ‘Is your Brain Male or Female’ documentary (The guardian, Williams, Zoe. 13/12/11
Gender Neutrality: Products and campaigns: • • • • • • •
Toca Boca // Mathilda Engman Let toys be toys // Jess Day LEGO Right/wrong Anorak Magazine Toys R Us Target Harrods // Hamleys
What can be done about gender stereotyping? how is this being addressed? Although there is much evidence to suggest that through the 21st century, gender stereotyping within children's toys has in many ways become more present than ever before, there are also people who are currently fighting against these conforms by creating children's products that are gender neutral. Companies such as ‘Toca Boca’ aim to challenge societies perceptions of gender; they believe that through play, children should be allowed to have the freedom to explore and naturally develop their interests, and not limited to the pre determined labels that fall upon boys and girls. Mathilda Engman, Toca Boca’s head of consumer products talks of their gender neutral philosophy “What we try to do with our digital toys is really inspire kids to be creative, be exploratory, to widen their imagination”….“I don’t see that being linked to gender in any way.” ‘Toca Boca’s designers pay close attention to body language, poses, and colours in order to avoid more subtle stereotypes. “It’s all those small nuances that really make a difference,” Engman said….’She and her team use a checklist of questions to create characters and situations that are fun and inclusive for all children; they often include animals so that children who don’t want to pick one gender have a character to identify with.’ (The guardian, Katherine Schwab 05/16) There are many benefits to the product being an app based design, and its perhaps basing it upon this platform that it is due its success? The app store itself is such a large market place that restrains from gender categorisation and possessed unlimited shelf space. This platform seemingly was the ideal place for Toca Boca to launch in 2011, and since then the companies 31 apps have been downloaded over 100 million times. (The guardian, Katherine Schwab 05/16) These numbers spark a huge development for gender neutrality and its relevance within the market place. When other companies and manufacturers see the success of products such as Toca Boca, surly this will encourage a continuous change for gender neutrality in children's products? Is the market moving in the right direction?
Other Toys aiming to break gender stereotypes: (choose examples from blog: How many?) Anorak Magazine - benefits and positive influence of such. Possibly include primary research?
IAmElemental, a set of female action figures with names like Bravery, Energy, and Persistence, launched on Kickstarter in 2014. Now they’re stocked in dozens of independent toy stores across the country. Wonder Crew, which makes dolls for boys meant to encourage empathy and kindness, also started with a wildly successful Kickstarter campaign about a year ago." Who is listening? Dr Laura Nelson, - Gender stereotyping in education - Need to investigate this further - how is she specifically impacting schools and the education system? and to what effect? - who led the campaign against Hamleys and has set up a gender stereotypes project in schools to tackle the issue. "Gender stereotyping of toys restricts the choices of children and their parents; it influences the activities children engage in, their interests and skills and ultimately the roles they take in society," she said. "Until all toys and the shop layouts are completely gender-neutral, there will always be pressure on girls and boys to pursue the route in life consistent with their stereotype." ‘Let Toys be Toys’ Let toys be toys, are demonstrating that campaigning is working positively to enforce gender neutrality within the toy industry. - awareness is being raised, and toy companies are beginning to form a change. Not all are listening, but some have shown a willingness to evolve their stance on gender separated isles. to date, they have convinced 14 retailers to commit to end gendered toy marketing (to what extent though??) Toy stores such as: Boots: ‘Boots agreed to remove ‘boys toys’ and ‘girls toys’ signs after widespread criticism, focused on the categorisation of science toys under boys.’ Disney Store: For the first time last year, the Disney Store is banishing girl and boy designations from its children’s Halloween costumes, labelling all outfits “for kids.” It also has switched to generic tags on lunch-boxes, backpacks and other accessories. LEGO: Lego is one of the largest toy manufacturers in the word, and is one that has often prided itself on producing toys that can be enjoyed by both sexes. Despite many categorising lego as a masculine product, the company have done much to promote the fact that they want their product to be enjoyed by both sexes. (see 1970’s advertisement) However over recent years the company has received some criticism of seemingly going against this ethos and create very gender specific versions of their toys. Why? Did lego feel the pressure of the current market? where gender specific toys are dominating the shelves more than ever before? - They developed a product named LEGO Friends, a line full of pastels that was aimed at young girls. - They have since responded to the criticism in a positive way - and created a new product aiming to break these gender stereotypes. ‘In 2014, LEGO released its Research Institute line — which featured a female paleontologist, astronomer and chemist — and renewed the conversation about the implications of gendered toys.’ Hamleys // Harrods Further research lead me to discover that two major Toys stores in recent years have developed their ethos away from categorising gender within their shop isles, instead beginning to embrace a less gender specific approach. But are they doing enough??
- Harrods: ’The London department store has deliberately organised its new multi-sensory toy zone by theme rather than sex.
- ‘Hamleys has just axed its girls' and boys' floors, following focus groups and customer feedback. Negative reaction:(harrods) 'It is a hopeless own goal, according to Emma Moore, founder of Pink Stinks*, which campaigns against gender-targeted products and marketing. "It's pathetic and lazy and just shows how entrenched these ridiculous stereotypes are," she said.' 'But she applauded the company's move to organise toys around theme rather than gender. "It's a small step, but it's a step in the right direction. But if retailers do not do this they are missing a trick. There is a growing movement of mums and dads who want toys designed for children – not girls and boys."'
Despite these efforts, what has really changed? The gender labelling may not exist, but the divide between female and male targeted toy is still very present, with the sections also being split up and organised with very specific themes in play. - i.e. the 'girly' toys in one section and the 'boyish' toys in another. It speaks again of the routed issue - that the toys being manufactured are tailored towards specific gender. So, whats Holding back the inclusion of gender neutrality? Problems/challenges/difficulties: Products have shown to be thoroughly enjoyed by children (evidence through own case studies?// primary research? and beneficial to their development. With no gender expectations forced upon then, these kind of gender neutral toys really allow children to focus on the enjoyment of play and exploration without the pressure from other peers or adults to conform to labels. (in what ways specifically? relating back to no gender expectations.) So, what is holding back the acceptance of a gender neutral outlook for the toy industry? // stopping it from reaching its true potential? Where does the real change need to be made?? Its almost like a vicious cycle. The products need to become more gender neutral in order for the toy companies to organise their products in a less gender specific approach, and retailers need to demonstrate a willingness to change their perceptions and embrace gender neutrality in their stores. The author of the article (The guardian, Williams, Zoe. 13/12/11) then discusses why toy shops and manufacturers alike are still perhaps holding back. It leads back to the idea that many people still believe that boys and girls are naturally interested in different things and therefore there needs to be specific targeting products in order to appeal to their instincts: 'Inescapably, though, there is this idea underpinning the toy industry, as well as strains of modern pedagogy, that male and female children are fundamentally different, that their interests stem from and reveal a difference in their brains and that to object to this is the endpoint of politically correct foolishness, arguing about evidence that's in front of your own eyes.' Are Parents // Educators also to blame?? In the documentary, ‘Is your brain male or female’ an interesting experiment was carried out, in which it revealed how parents treat children differently based on their gender. - In one experiment, adults were placed in a room with an array of children's toys and an infant and told to try and get the children interested in the toys present, allowing them to select which ever toys they felt appropriate. all adults demonstrated the interest in pushing feminine toys on the girls and masculine toys on the boys. They were then asked which toys each child wanted to play with more - the masc/fem? - all adults claimed that the boys were interested in the ‘masculine’ toys such as trucks and girls drawn to the ‘feminine’ products such as dolls. What the adults were unaware of was the fact that the genders of each child had been switched - so in fact they were pushing masculine toys on the girls and feminine toys on the boys! - showing how their biased opinions on gender stereotypes could impact on a childs choice of interest.
- The second experiment, - showing how young girls are treated as delicate, and boys are treated to be tougher. Negative responses to gender neutrality: Target recently made the effort to embrace gender neutrality within its store, in initiating a change the company has decided to remove gender based toy labels, including in store signage and coloured backdrops on shelves. Although many are embracing this step as a positive change towards gender equality in children's products, others have lashed out at the company, heavily criticising their decision, stating that their gender neutral shopping experiences are insulting to traditional values. One example: Franklin Graham created a face book post in august 2015 which reads “I have news for them and for everyone else—God created two different genders,” Graham writes. “If you agree, share in the comments below—and let Target know … that you are perfectly willing to shop where the genders God created are appreciated.” Worryingly, people did share. The post became viral and has been shared almost 50,000 times, and gaining more than 109,000 likes. boasting the hashtag #OffTarget. - If adults have grown up with gender stereotypes in place, and indeed themselves been influenced by gender specific products, then are they as much to blame for the next generation also believing these ideals? how open minded are the general public? For many it is perhaps a deep routed opinion that is difficult to change. "The idea of gender difference, just that men and women, boys and girls, are categorically different, holds a very deep place in our culture,”...“People really want to believe that the differences we see are biologically based even if it doesn’t hold up scientifically.” (Dr Elizabeth Sweet)
However, the internet is having a powerful impact on the relevance and incorporation of gender neutrality amongst children's products; individuals and companies aiming to break gender labels with their products are being talked about and championed through online resources; information is becoming a lot more accessible. The availability of such products is still limited in comparison with gender specific toys, however this awareness is increasing the importance of and enabling the production and of more gender neutral products amongst the market. Availability is still limited? How can this be pushed further?