Social_Analysis_in_Using_Slogans_on_Clothing

A current advertising and marketing campaign that has been recently launched, which includes a new range of infant and children clothing “has caused outrage” (Critchley, 22 July 2009) among many family groups. Several of the slogans displayed on the new clothing include: “I’m a tits man”, “Mummy likes it on top”, Pardon my nipple breathe”, “I like big boobs”, “The condom broke”, “They shake me” and “I’m living proof my mum is easy” (Critchley, 22 July 2009). Many family groups deem these slogans may have an affect on society and believe the slogans are actually “sexualising children, as well as exploiting the female gender (Neville, 26th July 2009). The company involved behind these slogans Cotton On Kids simply believe that these new range of tops are meant to be humerous. A spokesman for Cotton On Kids states “the slogans are not meant to be taken seriously”. “The clothing that displays the slogans may not appeal to everyone, but there is certainly a place in our society for provocative humour that pushes certain boundaries” (Melocco, 21 July 2009). Although Cotton On Kids defend these slogans many family organisations believe they do not promote a healthy message to society. “They’re risky, they coarsening and they don’t promote a decent family message.” Australian Family Association spokesman said, “It shows they do not put any value on motherhood or families” (Melocco, 21 July 2009). The exposure of these slogans could have implications on boy’s expectations towards their mums and the female population. Many family groups believe that the slogans are sexualising children and derogatory towards women and this theory is backed up by Psychologist Steve Biddulph who states “there is clear evidence that sexual content harms children. We simply need a national body that proactively prohibits both advertising and products in the public space that sexualise children or harms them in other ways”. (Lunn, 11 August 2009). Due to the media reporting, many family organisations demanding that people boycott any Cotton On Kids stores to show their anger and disapproval of these slogans. Cotton On Kids decided due to these external factors to withdraw the new range of infants and children clothing that displays the above slogans. “Cotton On Kids were unaware until recently that the slogans were being viewed as offensive and that they could progressively cause this extent of angst amongst consumers and social groups alike, a spokesman for the company statement released this afternoon” (Lunn, 14 August 2009). Although the media reports and bad publicity has made Cotton On Kids look like the bad guy, if individuals continue to buy the clothing they are showing there full support towards the product, therefore indicating to Cotton On Kids marketing that the slogans are socially acceptable. The argument that these slogans have raised is, should there be a national body that forbids advertising and merchandise in a public space that is either degrading to a gender or that is sexualizing children' Do corporations consider their profit margin more important than the implications that the sale of their product may have in society' Cotton On Kids are selling children’s clothing with Slogans on them that have certainly angered some members of the public. These slogans include but are not limited to “I’m a tits man”, “Mummy likes it on top”, Pardon my nipple breathe”, “I like big boobs”, “The condom broke”, “They shake me” and “I’m living proof my mum is easy”. During a poll run through the media, individuals had the choice of stating their view. Many members of society are demanding that these slogans are taken off the market, and deem these slogans as inappropriate for children’s clothing and society. The following essay looks at these slogans from two different sociology perspectives. Cliffnotes states, “a goal of sociological research is to discover the similarities, differences, patterns, and trends of a given population” (Cliffnotes,” n.d., p. 1). One of the main sociological perspectives that emerged in the late 19th century was the introduction on the conflict theory. Through examination of the conflict theory, it is evident how behaviour is influenced by groups or organizations as well as social interaction between social classes. The Marxist conflict theory emphasizes a materialistic approach (New World Encyclodepia, 2008, para 7). The Marx theory established the notion that society is generally divided into two. Either the wealthy or the inferior and that society does not advantage everyone as a whole but rather advantages certain individuals while at the expense of others. Due to Cotton On being an organization in a competitive market, was there marketing ploy to try and gain a leading edge over their competitors, while not taking into consideration the implications these slogans may have on society, from a political, economic and social viewpoint. It is evident from the poll run via the media that the majority of complaints regarding the Cotton On slogans were from the female population, therefore this may have the potential to cause inequality between genders. As Naomi Wolf describes, “gender identities which reinforce unequal arrangements are maintained through the attainment of forced consent or secured by coercive sex-role socialization. This comes in the form of sophisticated practices of advertising that ‘programs’ girls and women, forcing them to internalize particular patterns of behaviour that secure their subordination to men and direct them towards certain types of conduct” (p78). (cited in Bessant & Watts 2007). Cotton on Kids is a corporation, so therefore one may presume that the company is generally run by males. This in itself may cause inequalities within genders. As Giddens (1989) states, the cultural associations between the roles and the images of woman are tangled. These are strongly connected with gender roles and sexuality, and a relation is therefore established with primary elements in personal identity and psychological make-up. According to New World Encyclopedia (2008), “Conflict theory has been used by feminists to explain the position of women in society” (p3). Most feminists reject the claim that biology determines ones own sexual destiny, but argues that gender is a product of social and cultural beliefs, educated by the power of men in patriarchal society. As May & Powell (2008) state many feminist theorists prefer to envisage social structure in terms if patriarchal, defined in a manner that men as a social group exploit, dominate and oppress women as a social group. If these t shirts are being worn by the younger generation, does this influence their beliefs as they grow older, that the female population are simply a sexual object therefore are an inferior gender in society. Are the slogans on these clothes stating to society it is okay to degrade women and their sexual uniqueness as well as sexualizing children' “Sexualization refers to the making of a person, group or thing to be seen as sexual in nature, or a person to become aware of sexuality” (Wikipedia, 2009, (p1)). Research indicates “sexualization and objectification undermines a person’s confidence in and comfort with their own body, leading to emotional and self image problems, such as shame and anxiety” (Wikipedia, 2009, (p2)). As Holmes, Hughes & Julian (2007) describes the aim to facilitate change in gender equalities is to not expose boys and girls into traditional gendered attributes and roles, but rather practices that may develop children into more balanced individuals. According to Bessant & Watts (2007) feminists in the 1970s identified a variety of belief systems, predominantly ‘sexism’, which relies on the assumption that there are numerous differences either real or imagined between men and women. These differences in general are said to be natural or universal, and are used to explain why men are supposedly superior to or dominate women. Cotton On Kids implication of the slogans may structure a cultural belief and practice for additional issues regarding where a female sits in society. Weber states as part of his theory on class that class has an impact on where individuals sit within society, Weber theory indicates individuals still have choice and to make decisions about how they deal with society and its constraints. (cited in Bessant & Watts, 2007 (p329)). Cotton On Kids could use their wealth and power to influence society with their slogans. Although many individuals disagree with the slogans, the individual still has a choice. To either buy the product or to boycott the product. If the product is not successful and does not sell, than Cotton On will have to make a decision to either persist with the product or to take it off the market. Although Cotton On Kids has the power to distribute the slogans, society can also hold the power by not buying any item of clothing that displays these slogans. Another theory perspective in sociology is the structural functionalist perspective, also known as functionalism. The Functionalist theory considers each aspect of society as society’s functioning as a whole, meaning if one aspect of society is not functioning well then this has an impact on how society functions. As Parsons who developed his own theories on functionalism, determines “each individual has expectations of another individual and reaction to their own behaviour, therefore these expectations could deviate from the accepted norms and values of the society which they occupy”. [Parsons, 1961:41 as cited in Wikepedia (p4)]. Functionalist have not been so concerned with how individuals control their own future, but more concerned with the limits forced on individuals by society. (Grinnell College Department of Sociology, 2000). Structural Functionalist theorists believe that society is held together by a social agreement, therefore in which all members of a society agree upon, and work together to achieve, what is best for society as a whole. If society is not functioning as a whole or not working together then this may causes tension between groups and people feel their beliefs and morals are under attack. For instance with the slogans many complaints came from the female gender who believed they are degrading towards women and children and their sexual identity. This may cause apprehension in society, where women feel they are the lesser sex, or become more vulnerable. From the media reports on the slogans there is a high indication that the functionalist perspective would be desirable sociologic aspect as there are many parts of society where these slogans may go against the social norms. Bassett et al (2007) define social norms as “there is a general agreement in the society about social values and ways of seeing the world” (p73). Functionalist theory is based on the theory that if any behaviour that interferes with the functioning of society disintegrates then it has an impact on society. The reporting and presentation within the media determines how the audience is influenced regarding the story at hand. The magnification that is created by the media may influence how people view the world and society around them. Bessant et al (2007) propose “Marxist and many feminist writers have stressed the way the mass media work to make inequality and exploitation seem either reasonable or invisible (p444). Bessant et al (2007) continues on to state generally the media is part of the corporate world therefore generally ran by powerful business men, which can therefore create inequality within genders. The medias job is to sell papers and report news, and individuals cannot always believe what they read or hear, consequently when reading or hearing the news it is important to listen or read with an open mind leaving an individual feeling empowered within their own beliefs. Cotton On Kids certainly stirred emotions in many individuals, while receiving attention either positive or negative in their marketing campaign of their slogans on children’s clothing. One would imagine these slogans would gain the attention of feminist conflict theorists. Looking at the different perspectives in sociology, the feminist conflict theory would be one of the most relevant in this instance. Whether an individual believes these slogans are degrading or humorous is up to each individual to decide and act upon. Looking at the impact these slogans have on society is certainly dependent on how a particular individual views society and through whose eyes. References: Bessant, J., & Watts, R., (2007) Sociology Australia (3rd edn). Crows Nest: Allen & Unwin. Cliffs Notes – The Fastest Way To Learn – Basic Sociological Research Concepts (n.d). Retrieved August 15th, 2009, from http://cliffsnotes.com/WileyCDA/CliffsReviewTopic/Basic-Sociological-Research Giddens, A., (1998) Social theory of modern societies. Greater Britan: University of Cambridge. Grinnell College Department of Sociology. (2000, February 24). Functionalism. Retrieved August 24, 2009, from http://web.grinnell.edu/courses/soc/s00/soc111-01/IntroTheories/Functionalism.html May, T., & Powell, J.L., (2008) Situating Social Theory. Berkshire: McGraw-Hill Education. New World Encyclopedia. (2008, April 3). Conflict Theory. Retrieved August 24, 2009, from http://www.newworldencyclopedia.org/entry/Conflict_theory Wikipedia (2009, July 15). Sexualization. Retrieved August 21, 2009, from http://en.wikipedia.org/wiki/Sexualization Wikipedia (2009, August 24). Structural Functionalist, Retrieved August 25, 2009, from http://en.wikipedia.org/wiki/Structural_functionalism