Sosiologi gender

These differences are epitomized in the example of children's toys; G.I. Joe dolls depict the physical ideals for boys and Barbie dolls embody the ideals for girls. The Beauty Myth, as discussed in Naomi Wolf's book The Beauty Myth: How Images of Beauty Are Used Against Women, refers to the unattainable standard of beauty for women, which sustains consumer culture. In contrast, men's bodies are also "dictated" by cultural ideals of gender, as is evident in consumer culture—especially beer commercials—in which men are portrayed as outdoorsy, tough, strong, and "manly."