Homo Consumericus

The Nature and Nurture of Consumption
Dr. Gad Saad is an Associate Professor of Marketing at the John Molson School of Business (Concordia University) and author of The Evolutionary Bases of Consumption. See full bio

Comments on "The Acronym for Benevolent Sexism is BS: The Linguistic Irony is Delicious."

The Acronym for Benevolent Sexism is BS: The Linguistic Irony is Delicious.

According to benevolent sexism, chivalry toward a woman and/or seeking to protect her if she is being harmed, are reprehensible acts. Hey lady: I know that you are drowning in a pool. However, I am afraid to jump in to save you. I’d hate for people to think that I am being chivalrous and/or heroic. I’ll just pretend that I am not hearing your cries for help. Boy, the sun is hot today. Time to get a nice tan. Good luck lady. Read More

another word she used in her article was *hostile*

then you come back with this knuckle-dragging, chest-beating rant.

The Church of Evolutionary Psychology is alive and well, apparently.

She was right. Thank you.

rhetorical question (since this is not a QA blog apparently)

Is this an example of benevolent sexism? Barrett is defending her before she has a chance to speak for herself.

I'm asking because I don't know. I'm not being facetious.

what is reasonable?

I believe there is a question of what is "reasonable" in this particular post. Hostile sexism and BS are extremes. Even too much of a good thing can be damaging.

The examples you used in your blog, in my opinion, are not the same as the BS that was mentioned in the other blog (which i read). Helping someone in need is not sexist. Opening the door for someone is not sexist either. Every day I witness various people opening doors for each other whether it is a woman opening it for a man, women opening it for other women, or men for other men and so on.

If a man were being violently attacked in an alley and robbed, would you not help him simply because he is a man? Just because you are helping a human being who happens to be a woman makes it benevolent sexism?
The point I'm trying to make is that every day common curtacy and helping someone who needs it is not sexism (unless of course you choose to strictly exclude one or the other due to thier gender).

Think of a parent-child relationship. You can do a child a favor once in a while, and you can provide assistance where assistance is needed. This would benefit the child, right?. However, if you cater to the child as though they are handicapped when they aren't, and never let them accomplish things on thier own, is this not damaging? would this not be damaging over time to anyone in the same situation?

Now by no means am i comparing women to children, but you can see how this form of sexism is just as damaging. Put men in the same situation and they would be as equally damaged.

Clarification of Benevolent Sexism

Dr. Saad,

I welcome debate and argument about this topic, but I can't respond to criticisms of statements I didn't make. I never insinuated or implied that buying your wife flowers is evidence of any kind of sexism. Neither is treating women in a courteous way or providing help to a woman when needed.

So please, before you cause an army of male readers on the warpath against me -- let me clarify my post further. Benevolent sexism does NOT equal the treatment of women courteously and with respect. Instead, it is a set of psychological attitudes that overemphasizes traditionally feminine qualities in women. It also downplays and ignores independent/agentic qualities in women. Benevolent sexism characterizes women as weak helpless creatures in dire need of protection. It would be more helpful to think about it in terms of an attitude than a behavior. A behavior does not neccessarily denote that the actor holds a specific attitude.

Furthermore, I understand why you may feel defensive about the topic and therefore want to denigrate the topic by calling it "BS", but I would welcome a critique of the science behind the construct. Benevolent sexism is treating women in a patronizing and/or condescending manner. Being treated this way makes it difficult for women to openly reject the sexism behind the treatment -- doing so may even result in enormous backlash. That was the surprising finding of the study I mentioned. If you'd like to critique that study, the reference is:

Dardenne, B., Dumont, M. & Bollier, T. (2007). Insidious dangers of benevolent sexism: Consequences for women's performance. Journal of Personality and Social Psychology, 93, 764-799.

Sincerely,
Daisy Grewal

Thank you for your comments.

Hi Dr. Grewal, Many thanks for your comments. I should clarify one point prior to responding to your comments. I did not put up the editorial flag that my post was a response to yours. Rather, it was one of the PT editors who did so (after I had put up my post). I specifically did not mention you in the article as I did not want this to be perceived as an attack on you rather it was a critique of the construct. On pages 137-138 of my book (The Evolutionary Bases of Consumption), I discuss several studies that have explored benevolent sexism. In one of the papers (see p. 138), the following item is used to gauge benevolent sexism: "During a date, a man should protect the woman if she is being harassed by other men.” Agreement with the latter item was construed as an instantiation of BS. Hence, whereas you may not have insinuated this position in your post, the BS literature is replete with such positions. I usually do not respond to comments (apologies to the readers in question) but I felt compelled to do so in this case. I wish you a good evening. Warmly, GS

Contradiction

The picture of the knight helping the princess across the moat in your article seems to disagree with your notion that simply being courteous to a woman is not what you were talking about. What is patronizing about that situation?

Hm, maybe I should have posted to the other blog...

Dear Dr. Grewal,

I believe that the paper you reference is based on sound methods, provides reasonable conclusions, and does indeed highlight one of the problems in today's societies. I believe that Dr. Saad doesn't actually take issue with that study; rather, he takes issue with how benevolent sexism is measured in the studies that he has...uh...studied. Although I have not looked over these studies myself, I do understand his point of view, especially after taking the Ambivalent Sexism Inventory that you linked to.

The test is actually quite valid in measuring the prevalence of sexist views in a given population. The problem arises when the researchers claim that the test is useful in measuring how sexist an individual is.[1] How can this be? A test that measures sexism in a group of people, but not in a person? A person who has sexist views will, by extension, believe that men and women have particular roles, and therefore they should behave in particular ways. People's belief in how they should behave and how others should behave can be described as a "script" [2], in the same way that actors in a particular role must behave as governed by that script. Therefore, the sexist scripts and roles that people believe in are highly correlated to sexism, and thus valid for measuring a population, from an epidemiological point of view.

However, any individual who subscribes to a particular script is not necessarily sexist. This is especially true in dating. I open the door for my (imaginary) girlfriend, and she likes me more for it. I don't open it for her because I don't think she can do it herself; it's simply the script that exists in the dating world. Anyone who goes against these scripts will have difficulty in obtaining a date, although I feel that this is becoming less true as our society becomes more progressive.

Subscribing to a particular role is not necessarily sexist either, although it is more likely. There are many more stay-at-home mothers than fathers, and this could be true for practical, neutral, or sexist reasons. If a couple believes that one parent should stay home and the other should provide, it's practical for the mother to stay at home, since the father can't breastfeed. It also would be more disruptive to the mother's career than to the father's. [3] Or perhaps the couple arranges things this way simply because that's how everyone else does it. One may argue that implicitly accepting these roles is acquiescing to sexism, but I think people may do so innocently. People generally put stuffing into their Thanksgiving turkey without being either a stuffing advocate or a stuffing dissident (like Alton Brown).

Therefore I believe inventories such as these can be improved. The items should focus more on value judgments rather than roles or, even less relevant, scripts (like the example Dr. Saad gave). As a postscript I have included my issues with the survey on understandingprejudice.org. However, one cannot deny that roles and values are heavily intertwined.

I understand Dr. Saad's emotions because I too feel especially cornered by the ideas of benevolent sexism, especially when it comes to dating. The two girls I've dated actually ended the relationship due to role-related issues: they didn't feel protected or safe around me, sometimes I was emotionally weaker, and I didn't stand up for them when they got into an argument with someone else (over TV shows...sigh). Thus I feel pushed to somehow fit myself in the traditional male role, and it is nearly impossible to accept a role without somehow believing that you are better suited for it. [4] Honestly, for this reason, I feel like I've become more sexist since I started dating.

I think researchers in this field can improve their results and public relations by being more careful with the assertions they make about populations and individuals, and by using more accurate criteria for sexism. The paper you cite, Dr. Grewal, is more similar to a medical trial and actually investigates the mechanism between sexism and poor performance, which I think is much more useful. Though, again, for PR purposes, it didn't help that the paper used the word "insidious." [5]

Thank you for bearing with my long-winded response. Hopefully it contributed in some way to the world.

Sincerely,

Anonymous

[1] From www.understandingprejudice.org/asi/ : "The inventory takes roughly 5 minutes to complete, and afterward you can compare your level of sexism with the scores received by people from around the world."

[2] My understanding of scripts comes primarily from _Hooking Up: Sex, Dating, and Relationships on Campus_. I do admit that I am stretching the application of this concept to a slightly broader context. I'm simply using the idea to express my opinion.

[3] I know men get maternity leave these days too, but if a couple insists on breastfeeding, they at least get the option if the father is the one who is working.

[4] [Aside] I guess this is exactly the problem. Partners have to be open-minded about discussing roles, which same-sex couples seem to be better at. (Dr. Brian Mustanski, "The compatibility of same-sex relationships" on psychtoday)

[5] From http://dictionary.reference.com/browse/insidious :
1. intended to entrap or beguile: an insidious plan.
2. stealthily treacherous or deceitful: an insidious enemy.
3. operating or proceeding in an inconspicuous or seemingly harmless way but actually with grave effect: an insidious disease.

Most people think of the first two definitions, and the title may imply that some men are insidiously benevolently sexist.

P.S.

I take issue with the phrasing of several questions on the Ambivalent Sexism Inventory. Maybe I'm just picky, because there's no such thing as a perfect survey.

--- Issue #1 ---
(1) No matter how accomplished he is, a man is not truly complete as a person unless he has the love of a woman.
(6) People are often truly happy in life without being romantically involved with a member of the other sex.
(13) Men are complete without women.

These three statements have more to do with the idea of partnerships rather than sex. People may believe that everyone should have a lifelong companion, whether gay or straight. The institution of marriage is not necessarily sexist. This demonstrates prejudice against the single life, not against women. (13) is especially difficult, because without women, men would be extinct. (Okay, fine, I'm being a smarty pants, but that's really the first thing I thought after reading that.) (6) is even more difficult because it has to do with other people's happiness, which one cannot control. It's not my fault that everyone else isn't happy alone.

--- Issue #2 ---
(9) Women should be cherished and protected by men.

This puts readers in an impossible situation: if they agree, they are benevolently sexist; if they disagree, then they are horrible people who believe that women should be unvalued and abused by men.

--- Issue #3 ---
(10) Most women fail to appreciate fully all that men do for them.

My first reaction to this question was, "That's true for everyone." Almost no one fully appreciates all that others do for them. It has to do with the self-centeredness of human nature, not sex. The survey currently says that disagreeing is neutral, whereas agreeing is sexist (hostile). I contend that one may even argue that agreeing is neutral (since it's true for everyone), and disagreeing is sexist (benevolent) by thinking that women are less self-centered and more understanding.

--- Issue #4 ---
(12) Every man ought to have a woman whom he adores.

Yes, his mother. (Seriously, that was my first thought.)

--- Issue #5 ---
(21) Feminists are making entirely reasonable demands of men.

This may have more to do with my ignorance in vocabulary. I thought that feminists were people who thought women were better than men, in the same way that a racist thinks a particular race is superior, and grammatically in the same way that a masculinist believes men are superior. If a feminist believed in gender equality, then so would a masculinist, and that wouldn't make any sense. I looked it up later and realized my mistake. I suppose our vocabulary is sexist. But one must take into account that the word's meaning is, in fact, shifting. There's a reason newspapers use "women's rights advocates" rather than "feminists."

a bunch of rhetorical questions

how about people do for others just for shiiits and giggles without worrying about this perceived "gender war" um.... crud (for lack of a kinder word)? If a man wants to lift something heavy for me (not an infrequent occurance in my area), then shall I turn him down for fear of being seen as a weak woman succumbing to a sexist man? Or shall I think that he was thoughtful enough to offer help because he wanted to be kind to a stranger?

would it be sexist for me to bake cookies for a male friend/acquaintance every so often (because that would assume that he is lesser than I in the kitchen)? Or shall I pass because I do not wish to demonstrate possibly that I think that he is unable to prepare his own food?

which thought process contributes more to the wellbeing of humankind? To fear that such and such kind act is really an act of oppression? or to just accept that kindness takes many forms and rejoice in the fact that there are people out there who want to do for others?

is it really wrong to assume the best in people so long as one is not blind to danger? Shall we STOP trying to take care of one another using our strengths?

*disclaimer: haven't read the other blog entry yet, I comment only on this particular entry

Benevolent sexism

Dear Dr. Saad,

As much as I often agree with what you write, I think this time you went wrong...

Benevolent/hostile sexism means labeling women exclusively either as "better" or alternatively as "much worse" than men. Either a woman is a saint, or she is a whore. Either someone is a good woman and then she has to submit to a rigorous and limiting behavioral code. OR ELSE she turns into a very bad woman that does not deserve the respect and protection of society any more. And since most women are human, not saintly, most women in such a system will inevitably be "bad". And I don't think that you look at women like that.

Saving a drowning person, on the other hand, is an act of altruism, not of chivalry,and should be rendered regardless of the drowning/ door-encountering person's gender. I worked as a lifeguard in my youth and would not hesitate to jump in and get you. So, should you ever see ME drown, pleeeeeeze rescue me!! We can hash out the gender implications afterwards, okay? :)

Best regards, Claudia

HA....

You and Mr. Hutson should get together someday; you can help him pull his foot out of his mouth and he could help you pull your head out of your ass.

Zing!

How right H.L.Mencken was

How right H.L.Mencken was nearly a century ago when he wrote:

"...as women shake off their ancient disabilities they will also shake off some of their ancient immunities, and their doings will come to be regarded with a soberer and more exigent scrutiny than now prevails. The extension of the suffrage, I believe, will encourage this awakening; in wresting it from the reluctant male the women of the western world have planted dragons' teeth, which will presently leap up and gnaw them. Now that women have the political power to obtain their just rights, they will begin to lose their old power to obtain special privileges by sentimental appeals. Men, facing them squarely, will consider them anew, not as romantic political and social invalids, to be coddled and caressed, but as free competitors in a harsh world. When that reconsideration gets under way there will be a general overhauling of the relations between the sexes."

For me, I've learned that women today view the kindness and consideration of men as a weakness, so I've re-programmed myself not to do such BS things anymore.

same gender sexism

I have noticed that women are often much more sexist towards other women than men are to women. When it comes to an all or nothing dichotomy ( "A woman is either a saint or a whore") women jump to these conclusions about each other all to readily. Perhaps it's inherent jealousy but when it comes to being with a man, women get very judgemental. The way a female handles a relationship is the gossip of female group and if she steps too far out of her gender role you better believe it will be the other females who are the first to whisper "whore" and turn thier backs.

Some psychological findings may explain part of the BS story.

Years ago, Daniel Gilbert (now at Harvard) and David Silvera demonstrated that sometimes people help or overhelp others to "spoil an observer's impression
of a performer by explicitly helping the performer achieve a goal, thereby inviting the observer to attribute the performer's success to the help." Of course some of their participants were females helping other females -- which is unrelated to the BS topic. But I guess this might, to some extent, explain part of the story of the BS effect.

I read this article with

I read this article with interest and then read the comments and now feel a little disappointed.

I was in agreement until I read the comment by the author of the original article Mr Saad is responding against and realised that her points are actually precise and valid.

And I note that Mr Saad appears to be loath to actually address her points in favour of coming up with fairly ridiculous examples to 'prove' the idiocy of benevolent sexism.

Honestly, are there marauding hordes of women eviscerating men for their every act of chivalry? If Mr Saad doesn't want men to be turned into sexist caricatures, maybe he should first consider his own prejudices.

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