Doing gender

The Concept of “Doing in Gender”
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Abstract
This paper elaborates on the understanding of doing in gender in every day’s interaction. For clarity, the article looks at an example of an advertisement image that portrays the concept of doing gender in our society. The argument is that the idea sets a difference between men and women by setting gender differences between the two sexes. There are specific gender roles that women are supposed to conform to, and so are the men. The nature of advertisement images that company uses influences how the community continues to view gender differences. Some advertising company relentlessly support gender stereotypes by revealing men as more superior than women. For instance, the “Little Scholar” and “Social Butterfly” advert by US Clothing Company puts the boys on the front in comparison to the girls. Doing in Gender concept creates gender differences regarding roles and societal expectations of each sex. Also, the paper looks at how the attached image on US Retail Clothing Gap advert portrays women.
Doing Gender
The concept of doing gender inclines individuals into behaving according to the societal social constructs and expectations. Gender Doing creates notable differences between male and females (Kelan, 2017). The society has established certain norms and expects one to behave as per their gender failure to which one appears to be deviating from their sex categories as defined by the society. The following image is an example of doing gender portraying women.

The US Clothing Retail Gap Ad Image

In the image, the boy is shown as wanting to grow up to become a scholar like Albert Einstein who is a physicist. This ad conforms to the concept of gender doing which sets a gap between the role of women and men in the society. The idea reveals that just like the community expects the male sex should be successful financially and hence have aspirations to progress professionally to take care of their families while the women are supposed to engage in household activities and help bring up kids and be submissive to their husbands. The ad also conforms to the concept of women being attractive to please men hence captioning the young girl as wanting to grow to become a “Social butterfly.”
In the image, women appear as being social butterflies while men are scholars. The advert captions a photo of a young boy wearing a T-shirt bearing the image of Einstein Albert on the front while the girl wears a sweater with a letter “G” that captions “Social Butterfly”. The ad portrays women as social objects who should always shine physically to please men. The image will obviously influence the mental perceptions of kids since boys will want to associate themselves with academic excellency while girls will work hard to be beautiful butterfly in attempts to conform to the community’s expectations.References
Kelan, E. K. (2017), Men Doing and Undoing Gender at Work: A Review and Research Agenda. International Journal of Management Reviews. Doi:10.1111/ijmr.12146