Gallery
Photos from events, contest for the best costume, videos from master classes.
 |  |
 |  |
 |  |
 |  |
 |  |
 |  |
To show how gender norms and heteronormativity is reflected, a 2014 article from Mic has a list of sexist Valentine’s Day ads. One of them is a Super Bowl commercial with Adriana Lima where she states, “Give and you shall receive,” which insinuates the age-old expectation that if a man gives a woman a gift, she would owe him sex. Gender roles and Valentine’s Day Gender roles and stereotypes has been a topic of debate and conversation for years, even decades now. Gender equality, female empowerment, and awareness on women’s issues has all been on the rise and served as milestones in terms of shaping the society as we know and experience today. Children already feel the pressure of gender roles 365 days a year but it is only magnified during the Valentines season. Rather than a day of love, Valentine’s day has become a show of the roles men and women are pressured to take on in this society. Valentine’s Day is just one more thing on the long list of things that reinforce gender roles. We can start by challenging the messages and media that reinforce traditional roles to move toward a more egalitarian celebration. As with many things, Valentine’s Day—a celebration of love—doesn’t have to be sexist: it is our social context that makes it so. There are ways to work around it—men and women taking turns to treat each other, for example, and skipping or inverting the traditional symbols of femininity that come with the day (flowers, jewellery and expected and is somewhat discouraged (Joy 2001). For Valentine’s Day in many Asian cultures, the gift-giving is only done by women (a separate holiday, White Day reverses the gender roles). Yet, in the U.S., Valentine’s Day is a female-oriented day, where the woman is generally courted and showered with attention and gifts. Despite these social complexities, the way brands approach Valentine’s Day remains strikingly conventional—with the odd exceptions of a few. Even as advertising has evolved to challenge stereotypes in other areas—from workplace gender roles to beauty standards—the portrayal of romance in Valentine’s Day campaigns remains largely stagnant. Gender, Bodies, and the Valentine’s Day Script by Isabel Arriagada and Allison Nobles on media-fueled expectations of how a Valentine’s Day should go down. Happy Valentine’s Day, Sociology Lovers! by Lisa Wade compiles posts from Valentine’s Day past. Happy Valentine’s Day to all our new and old readers from TSP! Escalated Expectations and Expanded Gender Roles: Womens’ Gift-Giving Rituals and Resistance for Valentine’s Day Events GENDER, CULTURE AND CONSUMER BEHAVIOR, Cele Otnes and Linda Tuncay, eds., Routledge, April 2012 Recent Valentine’s Day History. Overall, the anticipated rate of celebrating Valentine’s Day has decreased by .37 percentage points per year over the last 13 years, as shown in Figure 1, with an overall average of 54.5%. The current year, 2025, has a slight increase from 2024. Figure 1: Celebrating Valentine’s Day. Valentine’s Day Planning Valentine’s Day is a key moment for marketing to connect with society’s views on materialism, relationships, and gender roles. America has an ingrained culture of presenting gifts and lavish Download Table | Key Findings: Male and Female Perception of Valentine's Day from publication: Escalated Expectations and Expanded Gender Roles: Womens’ Gift-Giving Rituals and Resistance for In the category of reason for consumption, keeping love alive was the most common category with 28 advertisements (%28,57). Consumption reason category is quite important in terms of framing gender roles. Valentine day is one day but it has different meanings. Valentine’s Day is one of the few holidays in which many religions and countries celebrate. It is the day to celebrate the ones you love. Valentine´s day is something that gives people a break, in the middle of a work/school year, it is a day when you can buy yourself or the ones you love presents without being too pressured to do so. Valentine’s Day is a culturally hybridized and popularly celebrated consumption ritual in Japan. More than a labor of love: Gender roles and Christmas gift An important event for personal relationships, retailing, and marketing is Valentine’s Day, which is, for one, a consumption context that hosts a vast potential for contributing knowledge on consumer rituals, gift exchange, motivations, and gender roles. Gender roles and old fashioned mindsets have made many of us feel as though celebrating Valentine’s Day is the wrong thing to do in a time of #metoo and progress. Feminism and Valentine’s Day February is famous for the day of love – St Valentine’s Day. An annual worldwide event, Valentine's Day provides a chance for people to celebrate love in all its forms - and the need to acknowledge the importance and inclusion of diverse, positive relationships is important as ever. History of love . The history of Valentine’s Day is Gender Roles in Valentine's Day Gift Exchanges: Unveiling. School. Arizona State University, Tempe * *We aren't endorsed by this school. Course. WST 100. Subject
Articles and news, personal stories, interviews with experts.
Photos from events, contest for the best costume, videos from master classes.
| |
| |
| |
| |
| |
| |