The association of a technology primarily with one sex. For example, the domestic (landline) telephone was culturally feminized by its fixed location in the private sphere (seepublic and private spheres), which meant that men associated the domestic phone with feminine ‘*small talk’, and they were much more likely to dislike using it than women were. This led to a famous advertising campaign in the UK in the 1990s, fronted by the ‘man's man’ Bob Hoskins, who reassured men that ‘it's good to talk’. The mobile phone is free of domestic connotations and thus defeminized. See alsobrown goods; feminization; masculinization; white goods.
Subjects: Media Studies.