A commercial by Pantene Philippines, “Labels Against Women” became my choice of primary source which revolved around the daily struggles of women in the professional life that is gender stereotype. Coincidentally, it resonated the everyday life of American women. In the commercial, men and women are placed in similar situations but labelled differently for example, in an office, men are ‘boss’ while woman are ‘bossy’. Gender stereotypes have long persisted through time and while some had vanished, a lot still remain. According to Cook and Cusack, gender stereotype is a “term that refers to a structured set of beliefs about the personal attributes of women and men” (20). In relation with the commercial, gender stereotype is portrayed through
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The scene illustrated how fear towards a male authority is exercised to ensure a job is done while an order from a woman of higher authority may not be taken seriously. A study by Joanne Martin revealed male-dominated organizations such as business firms often employ aggressive debates, tough conferences, and self-promotion as a workplace culture (qtd. in Ridgeway 113). However, women who utilize self-praise which contradicted the norm that women should be modest and submissive are viewed negatively (Rudman 1998 qtd. in Schneider 442). Consequently, a woman who tries to be aggressive or agentic will be seen as less warm and bossier. In fact, women who display supremacy or proclaim authority over others are regarded as unusual and “not nice” in American culture (Rudman and Glick 2011 qtd. in Ridgeway 115). Again, this notion challenges the common idea of a woman as they are believed to be subservient and tolerate everything. Schneider bolstered the common idea by claiming that women have, by tradition, found it easy to adopt a docile and less powerful roles due to often being oppressed by men
The scene illustrated how fear towards a male authority is exercised to ensure a job is done while an order from a woman of higher authority may not be taken seriously. A study by Joanne Martin revealed male-dominated organizations such as business firms often employ aggressive debates, tough conferences, and self-promotion as a workplace culture (qtd. in Ridgeway 113). However, women who utilize self-praise which contradicted the norm that women should be modest and submissive are viewed negatively (Rudman 1998 qtd. in Schneider 442). Consequently, a woman who tries to be aggressive or agentic will be seen as less warm and bossier. In fact, women who display supremacy or proclaim authority over others are regarded as unusual and “not nice” in American culture (Rudman and Glick 2011 qtd. in Ridgeway 115). Again, this notion challenges the common idea of a woman as they are believed to be subservient and tolerate everything. Schneider bolstered the common idea by claiming that women have, by tradition, found it easy to adopt a docile and less powerful roles due to often being oppressed by men