The store that the research was conducted at was the Wal-Mart Supercenter located on 151 SW 184th Ave, Pembroke Pines, FL. Date visited was on Thursday, March 19, 2014. It was done at approximately 6:45 pm and ended at 8:12pm; so it was approximately two hours long. The research method used to conduct it was by going down each aisle and counting how many different types of toys that is seen that represents the following: weapons, Baby Dolls, Barbie Cooking Accessories, Buildings for Living or Shopping (Houses/RVs/Bakeries), Cash Registers, Clothing Accessories (Shirts, Shoes, Etc.), Hair accessories, Royalty, Remote Control Vehicles or acing Vehicles, Animals portrayed as “scary, mean, or aggressive”, Military and Animals portrayed as “comforting, pretty, or loving.” Then within these categories, a differentiation between girls and boys was accounted for.
I conducted my research and collected my data for this experiment at 3:30pm on Tuesday March 8th, 2016 at the Walmart Supercenter in Abilene, Texas. I walked around the toy section of the store and observed the differences between the aisles that are clearly assigned to certain genders. The store has sectioned off specific aisles for each gender and they make it very obvious which aisle is for girls and which aisle is for boys. The “girls” aisle has barbie dolls and princess dresses and the packaging on these items are bright pink. The “boys” aisle is filled with star wars action figures and toy guns all dressed in black packaging. There are obvious stereotypes and gender roles being subconsciously produced in these aisles.
Adolescent is essential in understanding gender development. With a society that classifies everything in feminine or masculine. Children are identifying by colors and toys. Girl’s wear pink, play with dolls and have pretend kitchen while, boys wear blue, play with action figures and have pretend guns. These differences are still instilled in young children what is socially acceptable. Some stores have tried to combat the gender stereotype by eliminating toys aisle and instead use a genderless aisle. The removal of gender label removes gender stereotypes. However, gender differences are also evidences in marketing advertised. Stores like Walmart and Toys R US recently, tried to tone down their gender specific children’s marketing. Toys can be representative as way children should be gender identities. For example, females should play with dolls. However, playing with dolls does not naturally portray person as feminine or it proves a girl as female. By
Toy stores are perfect places for a sociologist to use their sociological imagination. Gendering and racism is thought to be something that is socially constructed as opposed to biologically constructed. Gendering starts during infancy, and around 2 years old children start to internalize these gender differences. I argue that children’s toys help socialize children into gender specific roles. Toy stores, like Target and Toys R Us help us understand what types of toys help to gender children. I will explain how the toys in the toy aisles differ and compare. Not all toys are either male or female, some toys are gender neutral.
Envision yourself entering a toy department and noticing numerous diverse aisles. In one aisle, you encounter toys packaged in complementary and color triads colors that include building sets (such as “LEGO”, “LEGO Super Heroes”, and “Angry Birds”) and a wide selection of action figures—Spider Man, Transformers, The Dark Knight, Power Rangers, etc. In the next aisle, adjacent to the aisle with complementary and color triads colors, you find toys packaged in shades of pink and purple. These toys range from “Hello Kitty” dolls to “Barbie Dream” house play sets. Inside a toy department, such as Toys R Us, it is extremely difficult to retrieve a toy that is not marketed explicitly or subtly by gender. If toys were marketed only according to ethnic and racial stereotypes, many individuals would be infuriated. However, we come across toy departments that are highly, as well as strictly segregated—not by race, but by gender.
The goal for my ethnographic study is subjected to the study of the people of Wal-Mart. Wal-Mart is a place that varies from city to city, but still attracts many of the same people. Everyone knows the weird people that wear ridiculous things to do their normal routine of shopping. That is why I have chosen to do my mini ethnography one day while shopping as an insider at the local Wal-Mart in Auburn, Alabama. Wal-Mart is a large center for shopping that attracts many different types of people, while creating an environment within itself.
One doctor of sociological sciences defines masculinity and femininity as a “set of attitudes, roles, norms of behavior, [and] hierarchy of values typical of the male and female sex in each specific society.”(Il’inykh,S.A.(2012)) This suggests that “masculinity” and “femininity” are equivalent to gender identities but are influenced by each individual society. From a young age, even before being born, individuals are already upheld to expectations by society based on what their biological sex is. For example, when parents are informed that they are having a male, they usually decorate everything in blue with a theme of cars, dinosaurs, superheroes, or anything that is considered to be tough, and are gifted with toys that include trucks, dinosaurs, action figures, video games etc.(Brewer) Conversely, when parents find out they are having a female, they go for a more girly theme when decorating which includes the color pink, soft decor, flowers, butterflies or ballerinas, and most toys girls receive are tea sets, dolls, items to play house with, etc.(Brewer). With these early exposures, boys and girls are already presented with their masculine or feminine expectations formed by society which convey the idea that men must be strong and dominant while the
Parents do all these things while their children play with their gender-appropriate toys. Gender norms in the home can be shown in “the example of which types of toys parents typically give to their children,’feminine’ toys such as dolls often reinforce interaction, nurturing, and closeness,’masculine’ toys such as cars or fake guns often reinforce independence, competitiveness, and aggression” (Gender Inequality). By instilling these gender norms in young children, kids learn what kind of toys they are expected to play with. These roles are the first step to noticing the distinct difference between the two genders.
This is quite a contradiction to the boy’s aisle. Where cars, science sets, and generally more fully clothed action figures prevail. The divide is clear and it affects girls even into later life and careers. This idea is supported by education minister Elizabeth Truss who recently warned children's toys could affect their careers. She said: ‘gender-specific toys risked turning
Walmart, the world’s largest retailer and private employer, has established a highly profitable business centered on a low-cost strategy that utilizes logistical efficiencies to create a competitive advantage. Yet, to maintain this low-cost strategy, Walmart has engaged in ethically questionable practices, including gender discrimination in promotion and pay. While the Supreme Court recently ruled against class certification of 1.5 million women in the Dukes v. Walmart case due to a lack of proof that Walmart operated under a “general policy of discrimination”, overwhelming evidence demonstrates that gender discrimination is a persistent problem rooted in the culture of Walmart, despite gender-neutral policies (Biskupic, 2011).