How Genders Work: Putting Together the J. Crew Catalog

Paul Mulhauser and Kelly Bradley

This visual critique of gendered assumptions in a J. Crew catalogue, “How Genders Work: Putting Together the J. Crew Catalogue,” was created by Paul Muhlhauser and Kelly Bradbury when they were assistant professors of English (Rhetoric and Composition) at the College of Staten Island, CUNY. It appears in a digital magazine titled Harlot, produced by rhetoric scholars for “exploring rhetoric in everyday life.” The site explores and critiques gender assumptions in five aspects of a J. Crew catalogue: “Language,” “Font,” “Contexts,” “Bodies,” “Minds.” In each of these tabs, facing pages contrast the images and language used for women versus men. Once you’ve examined this one catalogue through these lenses, you might see the marketing of almost any product through these critical perspectives. What do you think are the long-term effects of these marketing strategies? What could consumers do in response?

Source: http://harlotofthearts.org/index.php/harlot/article/view/46/31

How Genders Work: Producing the J. Crew Catalog. Courtesy of Paul Muhlhauser, Assistant Professor, McDaniel College and Kelly Bradbury, Assistant Professor College of Staten Island

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Reading as a Writer: Analyzing Rhetorical Choices

After exploring How Genders Work, consider the questions below. Then “submit” your response.

Question 1.1

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Question 1.2

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Writing as a Reader: Entering the Conversation of Ideas

After exploring How Genders Work, consider the question below. Then “submit” your response.

Question 1.3

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