Can “Up” Make Masks Masculine?

November 6, 2020
Posted by Jay Livingston

A lot of people in this country still refuse to wear masks. In most places, no laws require masks, so anti-maskers will have to be persuaded. But how, especially now that those same people associate masks with weakness and femininity? Appeals to altruism run up against American individualism. As the subway rider in New York said this week when other riders repeatedly asked him to wear a mask and even held out masks for him to take, “I live by my principles. . . I don’t wear a muzzle.” (The full story is here )

One strategy that seems to have caught on is “Mask Up.”

(Click on the image for a larger view.)

These campaigns remind me of “Don’t Mess With Texas.” Now it’s an all-purpose slogan, but it originated in 1985 as a campaign to get “Bubba,” the stereotypical Texas truck-driving male, to stop tossing beer cans and other litter onto the highway. Highway beautification had the same problems as masks. It required that the individual inconvenience himself for the sake of a goal that benefited only the general society, not himself, and in a way that was not immediately visible. In addition, the goal highway beautification reeked of flowers and femininity.

A slogan like “Let’s Keep Our Roads Beautiful” wasn’t going to cut it. But “Don’t Mess With Texas,” with TV ads featuring Dallas Cowboys linemen, combined masculine toughness with state chauvinism.*

Covid is a far more serious problem than litter, but the strategy is the same — masculinity and local patriotism.  The pugnacious “Philly Never Backs Down. Mask Up” seems too similar to “Don’t Mess With Texas” to have been a coincidence. But it’s the “up” that I find most interesting. “Mask Up.” to my ear at least, sounds more masculine than “Wear a mask.” I’m not sure why. Maybe the “up” implies a bold action, like an athlete suiting up for the big game, a game for which he is also amped up, revved up, and even juiced up.

“Listen up,” says the coach in the locker room just before he gives his speech to get the team psyched up. To “Listen up” is active than to merely “listen.”

The Texas campaign reduced highway litter by 72%. Unfortunately, I don’t know any research showing the effect of “Mask Up.” 

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* See my 2009 post Lone Star Litter and Values.

Sarah Loves Biden, So Does Barbara

November 2, 2020
Posted by Jay Livingston

The Times ran a quiz (here ) where you have to guess people’s voting preferences knowing only their names. For  example,

The trick is to guess the correct demographic variable that goes with the name and with political preferences. If you know that Biden does much better among young voters and that Sarah skews younger (median age 33), this one’s easy. Similarly, Betty (median age 77) goes for Trump by a whopping 26 points.

But age isn’t the whole story. Here’s the Times chart  of the most common male and female names, but I have added indicators showing the median age for each name.

 

 (Click on an image for a larger and clearer view. I put in the yellow age
markers by hand. Their location may be slightly off.)

Barbara may be old, median age 70, but she’s strongly for Biden. In fact, among these twenty names, it’s only among men that age goes with increasing support for Trump.

Of course, the most common names will be older. Today’s youthful Noahs and Emilys are the leading edge of those names. Not until they are older and with decades of as yet unborn Noahs and Emilys coming behind them will they outnumber Richard and Jennifer. The median age of these 20 names is 56 compared with the national median of 38.

The Times shows preferences of the 110 names worn by at least 30 people in the sample of 17,000. The most pro-Biden men are younger — Anthony (37), Samuel (27), Justin (32). But so are some of the most pro-Trump men — Aaron (32), Ryan (31), Joshua (36). The most pro-Biden guy is Patrick; he favors Biden by a 42-point margin.

Among women, the most pro-Biden is also one of the oldest. Dorothy (age 79) favors Joe by better than two to one. Following her are Catherine (58), Margaret (69) and Jane (68).  But the most pro-Trump women (Cheryl, Debra, and Donna) are also in their mid-sixties.

Gender and median age for a name are easy to know. Race and social class, not so much. But in a few cases, these peek through. The Times notes that Debra goes for Trump by 24 points, Deborah leans to Biden by 10 points. The age distribution of these names is almost identical.

But there’s a social class difference. “Debra is a trendier spelling that . . .was more popular with younger parents, often those without a college degree. Deborah. . .is the sort of old-fashioned name that appeals to older parents with bachelor’s degrees, especially in the Northeast.” I would also hazard a guess about Tiffany and Taylor on the one hand, Maura and Margot on the other.