Observation Site 1: Gaming Store
As I make my way into the store, the wall to my right is populated with shelves of games, and to my left is a variety of gaming consoles set up with games in play. Upon inspection of the covers, I noticed that most characters featured in each game are male, with only a few depicting female characters. Those characters assumed roles such as warriors, warriors-in-training, bounty hunters, and other stereotypical roles associated with strength, power, or violence (Blank and Dorf 34).
The customers I observed were predominantly male and focused on manipulating the controller to accomplish their mission within the game. The mission of each game focused on the concept that violence solves all problems. The message was that with aggression and power, anything is possible.
Looking further into the game I was playing, I noticed that characters are depicted very stereotypically. Males are portrayed as strong and muscular; females are depicted as overly sexualized and require saving from male heroes. The game’s object was to collect all the ‘power-ups’ scattered throughout many levels while avoiding obstacles and defeating enemies. The violence in the game ranged from swinging a sword at an enemy to unleashing a barrage of missiles from an imaginary cannon.
Observation Site 2: Music Store
The CD covers of the music store were observed to vary significantly, but the images and attitudes portrayed gave insight into the values associated with the genres. Men were generally depicted as rugged and robust, engaged in intense activities. Women were frequently presented in a more sexualized manner, wearing revealing or provocative clothing and often accompanied by a man (Gottdiener, Hohle, and King 54).
Male cover art often featured lighthearted themes, such as beach scenes or gatherings with friends, while female covers frequently focused on romantic themes or featured seductive poses. The types of music performed by men and women varied largely between genres. Male performers dominated pop, rock, and hip-hop music, while female performers often sang in genres such as country or R&B.
When portraying values on the CD covers, many seemed to promote a sense of individualism, freedom, and self-expression. These values may be significant for adolescents or children when making sense of who they want to become. For example, they may feel a sense of freedom when expressing themselves through individual style or listening to music when feeling down.
Observation Site 3: Gift Store
At the store I visited, the first thing that caught my attention was two distinct sections: “Birthday Boy” and “Birthday Girl.” In the “Birthday Boy” section, there were blue and green cards with illustrations of superheroes or sports-related graphics. The cards in the “Birthday Girl” section were pink or purple with cartoon characters such as princesses or animals on them.
The roles attributed to males and females by these cards are apparent: males can be brave and skilled in sports, while females are expected to be cute and delicate. This gender binary is further expressed in the wrapping paper. The packaging for Birthday Boys is usually blue or green with a solid graphic tone, while that for women is generally flowery or in pink colors with a softer design style. The colors on both sections stand out in comparison, encapsulating traditional gender roles imprinted on both products and consumers.
Observation Site 4: Toy Store
Looking at the dolls, it was apparent that they were targeted toward boys and girls. Boys had dolls with stereotypically masculine features such as muscle definition, idealized physical proportions, and masculine clothing. For example, many action figures had a ripped physique, tight t-shirts, and baggy pants. Girls had dolls with traditionally feminine features, such as makeup and lingerie-style clothing.
Even the gender-neutral dolls featured disproportionately long eyelashes and often had clothes that used the same patterns and colors as those found on female dolls. This suggests that femininity is desirable in the culture, even for those who do not explicitly identify with a gender.
The personality characteristics that were promoted by the dolls varied based on gender. Boys had dolls that were typically portrayed as strong, independent, risk-taking heroes. By contrast, girls’ dolls were depicted as passive princesses who depended on others for their happiness.
The packaging featured bright colors and pictures that depicted boys as powerful heroes and girls as helpless princesses. The images suggested that boys should be brave, strong, and independent, while girls should be passive and dependent on others for happiness and success.
This observation showed how society had constructed unreasonable expectations for boys and girls regarding their behavior and societal roles. By depicting boys as strong while portraying girls as weak and dependent, these toys convey that masculinity is superior to femininity in the culture.
Analysis of the Sociological Significance of Shopping
The mall was a place with a visible variety of gender identity markers among its shoppers. Within each store, different gender identities emerged, and male and female symbols were easily recognizable throughout the mall. For example, in the gaming store, some people would roll up in jeans and sports apparel while others wore dresses and skirts.
Through agents like family, media, and peers, individuals have come to understand what identities are accepted or expected of them within a particular society or environment, such as the mall. It was evident that social class or racial markers were equally visible within the mall as gender identity markers were. Regarding racial markers, shoppers from different ethnic backgrounds could be seen exploring stores in the mall.
Regarding social class markers, it seemed that most shoppers had middle- or upper-class backgrounds when choosing clothing and accessories. Interestingly, although there were visible differences between various shoppers, there was no overly hierarchical environment within the mall that could reinforce existing class or racial differences.
It was clear that American malls or stores heavily influence a shopper’s sense of self and promote cultural values. Firstly, these shops offer products that are specific to certain types of lifestyles; for example, a gift shop will have products related to gifting culture, while a toy shop will have products specifically targeted towards children’s interests (Setiawan et al. 67). Secondly, shopping at any American mall or store is typically an individualistic activity where shoppers are encouraged to form their own opinions on what items they want to purchase or use as part of their lifestyle.
When looking at American malls or stores from a conflict theory perspective, it is easy to identify elements of inequality among shoppers based on race, class, and gender identity. These stores have created apparent divisions between those belonging to higher classes who can afford luxury items versus those belonging to lower classes who cannot afford such items.
Works Cited
Blank, Steve, and Bob Dorf. The startup owner’s manual: The step-by-step guide for building a great company. John Wiley & Sons, 2020.
Gottdiener, Mark, Randolph Hohle, and Colby King. The new urban sociology. Routledge, 2019.
Setiawan, Roy, et al. References for Shopping Online Versus in Stores What Do Customers Prefer and How Do Offline Retailers Cope with It? Diss. Petra Christian University, 2020. Web.