Somewhat in relation to the J Crew ad that is sparking controversy, this article addresses the social roots of what created the "regulation" that boys and girls need to adhere to certain societal standards such as wearing blue and pink, respectively. It is interesting how the article starts by saying that couples "have" to know the sex of their baby at first glance because is is very true that our society must know the sex of a baby before they know how to treat and talk to it. For example, when people see a boy baby for the first time, they usually use words like "handsome," "strong," "curious," and "prince," while girl babies are called "angelic," "sweet," "cuddly," "cute." Studies have also demonstrated that boy babies are treated a lot differently than girl babies in the ways in which they are held, talked to, etc. If people do not know the sex of a baby they don't really know what to do or how to treat it. Our gender roles for even babies is so structured that many people can only react based on the societal notions of what each gender is supposed to be.
The article states that separate gendered colors did not come about until just before World War 2 "and even then, it took time for popular culture to sort things out" pointing out what we know all too well, that pop culture is a huge determinant in deciding how girls and boys are supposed to act and dress. With mass communications what they are today, pop culture is spread around the world in a matter of seconds.
The article attributes prenatal testing to the rapid change in keeping boys and girls clothes separate. As soon as parents could learn the sex of the child they could go shopping for merchandise that was perfectly suited to their boy or girl. Of course merchandise companies are providing these necessities and encouraging the behavior with commercials and marketing geared directly at such parents and eventually for children as they become impressionable and easily marketed to with television commercials and children's show characters.
