Dissecting Shopping Malls to Understand Gender Socialization

Abstract

This activity incorporates a field trip to various stores and an in-class discussion of what findings students discovered. The key concepts for this activity include: gender binary, gender socialization, mythical norm, double standards, double binds, andocentric, the "ideal beauty," division of labor, job segregation, and consumerism. In essence, I...

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Details

Subject Area(s):

Sex and Gender

Resource Type(s):

Assignment

Class Level(s):

Any Level

Class Size(s):

Any

Usage Notes

Depending on the class size and demographics of students, instructors may use this activity in a few different ways.

(1) All students complete the same tasks: If the class is composed of traditional aged college students, the instructor may consider having each student visit all the outlined stores and individually write their responses. (See...

Learning Goals and Assessments

Learning Goal(s):

1. Students can become aware of how pervasive the gender binary is evident in various stores, as well as conceptualize how these products reinforce and teach different behaviors for women and men.
2. Students make greater connections between implemented/imposed dichotomies and how these distinctions contribute to gender inequality.

Goal Assessment(s):

1. Students are required to visit stores and answer outlined questions that prompt students to look beyond merely the product itself. Students must apply class concepts to what they observe.
2. Application to class material will require students to conceptualize how various products and marketing techniques contribute to gender inequality in the workplace, social acceptance, as well as how the mythical norm is perpetuated.