This hearing advertisement by Widex takes on a different marketing approach to their products as they use a stereotypical portrayal of a man to their advantage. The caption “Men never listen. Still, it’s nice to know they can” speaks to the notion that men have selective hearing when communicating with women. This advertisement suggests that, if men buy this product they do not have an excuse not to listen to what women are saying. As mentioned by Lorber, “in social interactions… individuals learn what is expected, see what is expected, act and react in expected ways, and thus simultaneously construct and maintain the gender order” (Lorber 115). This add reiterates her point because it demonstrates how men may behave with women based on the social constructions that encourages them to detach from expressing emotions and fully communicating. Men are encouraged to look at women but not listen. Paying attention to details is not considered a macho trait and is not widely used to describe a man’s personality. This social construction as well as the many other traits learned by men encourages rational and less sensitivity to details whereas women are stereotyped as natural listeners capable of empathy. As Gloria Anzaldua mentions in La conciencia de la mestizo, acting macho is a learned behavior that is the result of hierarchal male dominance. With these gender roles men may become “confused and entangled with sexist behaviors that they have not been able to eradicate” (84).For these reasons, men may oppose the behaviors they feel inclined to in order to maintain their constructed gender roles.
The Social Construction of Gender by Judith Lorber
La conciencia de la mestiza; Towards a New Consciousness by Gloria Anzaldua