From the perspective of sociology and anthropology, the so-called gender of products is problematic because it reminds people of two things every day: there are only two gender identities, and men and women are so different that they need to buy different products. According to the project community pages The ongoing product-spinning process at the University of Minnesota undermines the pursuit of greater equality in society.
In addition, these products strongly support stereotypes. They tell customers not only that there are only two chests to fit in, but also what that particular chest looks like – for example, by writing on T-shirts that often fit women and girls in the passive role and men in the active role.
Gender-sensitive products are also associated with the stereotypical concept of color, not only in clothes and toys for young children. Manufacturers sell goods for women or girls more often in pink or white packaging, and for men in blue or black. As described by the American CNNThe history of how to customize different colors for men or women is quite complex.
Blue for girls, pink for boys
In the 19th century, children’s clothing in pastel colors became very popular in the upper social classes. In the European-American environment, pale blue clothes belonged to blue-eyed children and pink to dark-eyed children. Later, more girls wear pale blue and more boys wear pink. Because pastel blue was considered more gentle than pink, which is associated with red, and therefore was considered a more expressive, strong and aggressive color more suitable for boys.
In the late 19th and early 20th centuries, many retailers focused on selling baby products without having specific colors strongly associated with one gender or the other. Change only began to occur in the 1920s. Draw a sharp line between who belongs to which color it was motivated by the market. It is gradually becoming accepted that pink is a feminine color because it is associated with red, which is associated with sensitivity, and women are portrayed as more emotional.
This perception of colors has persisted to this day and is associated with the so-called pink tax. This is an economic phenomenon that describes the fact that some consumer goods that sellers advertise as women’s are more expensive, and sometimes differ from their male counterparts only in color – often pink.
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