Based on first-hand observations, discuss how consumer culture acts as secondary agent of socialization

Introduction to Sociology

Gender Socialization

Objective: This assignment is designed to provide students with the opportunity to investigate the social world around them using a sociological lens and to apply the course concepts and readings to better understand social issues.

Introduction: Gender Socialization

In a general sense the term socialization refers to the process whereby an individual learns and acquires the value systems, beliefs, behavioral norms and personality attitudes of a specific culture. How we interact with our environment and other individuals, and how we view ourselves within our immediate context, often reflects the socialization processes that we have experienced.

Gender socialization is one aspect of the socialization process in which boys and girls learn about being masculine or feminine in their society. In the U.S. one way in which we experience and express gender is through consumer items. From early ages, girls and boys learn about gender through consumer items such as toys, clothes, and even furniture that is marketed to them and their parents, and which they come to desire.

Assignment Questions:

Based on first-hand observations, discuss how consumer culture acts as secondary agent of socialization.

For your observations, you are required to visit a children’s clothing and/or toy store stores . There are still some children’s stores at the mall like OshKosh/Carters that will work. You may also do this based on online data.

Their online store has a lot of material to work with. Pay attention and take notes as to how the clothing, toys and other consumer items are organized.

Your response should be at least 750 words – this generally translates to 3 pages (double-spaced, 1 inch margins, 12 point font).

DO NOT include any identifying information you put at the top of your assignment in your word count or page count. Essay grading guidelines are posted to Cobra with this assignment. You will need to use connect your observations to course readings and materials.

Your response should be organized as follows: brief introduction to the assignment, a body that discusses your observations, analysis of observations connected to course concepts, and a short conclusion.

Questions to consider:

How do you know which items are intended for girls and which for boys? Are there gender-neutral items or non-gendered items?

What kinds of things do you think clothes and toys teach children about being a boy or a girl, end eventually a man or a woman?

For example, think about how the clothes might affect a child’s movements, the messages/images on the packaging or clothing, and how the toys might affect a child’s interests both now and later in life.

What beliefs, values, etc. are boys/girls and men/women supposed to like/dislike?

Are there any ways in which toys, clothing or other children’s consumer items encourage boys and girls to be similar to one another? Explain.

How do children’s clothing and toys perpetuate or challenge inequality, stereotypes, or other gender-related social phenomenon?

Describe any patterns you observed as well as anything you saw that was unusual or unexpected.

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