Jun 12, 2009

Feminine Endings

by Lisa Radding lradding@ethnictechnologies.com

As I’ve been evaluating and improving G-TECH recently, I’ve been looking at more than just names. I also focused on the pieces of names, specifically feminine endings. I’m sure you can name a few without much thought: -ah, -ie, -ette, -elle (the spellings can vary, of course.)

Interestingly enough, these are relatively consistent across languages. I’m thinking of a song for American children learning Hebrew (a language with gendered nouns). The lyrics go, “you need an ette, at the end of a word or else an aaah, either one’s for a girl…” Yes, this song is about nouns, not names, but it demonstrates that certain sounds trigger “feminine” to the human brain. This thought is remarkably comforting as I try to sort out a database including names from over 100 different ethnicities. Yet I still have to look at the individual names because with naming trends there are always exceptions to the patterns.

I also have to take into account that my perception of a name or an ending could be skewed not only by my ethnic vantage point, but also my age. These feminine endings go in and out of style. There is a cool graphic on this site that maps the changing popularity of feminine endings:
http://contexts.org/graphicsociology/2009/06/10/baby-name-trends-spread-across-france/

It’s true that to my ears –ette feels both feminine and old fashioned. For example, Julia ranked 40th in 2008 while Julie ranked 335th and Juliette ranked 549th. Many other examples such as Jeanette and Mariette didn’t even make the top 1000 names for 2008. And what about the similar ending –etta? Could my lack of experience with certain feminine endings (because I grew up with Katie and Hannah rather than Georgene and Claudette) impact my name analysis? I’m constantly considering my angle on names as I examine our products.

I like this graph because it shows the trends I’ve internalized while pouring over names with feminine endings. In doing so, it validates my G-TECH research method of examining feminine endings. The next thing I’d like to see is a graph mapping feminine endings across ethnicity. But that’s probably up to me to create… perhaps when I’m not assembling an improved G-TECH and our other various products.


Jun 8, 2009

Whats New for June 09..

by Lisa Radding lradding@ethnictechnologies.com

What’s new at Ethnic Technologies this summer? Well, this blog, for one thing. But also, G-TECH, which lets you append your database by gender. So as we approach DMDAYS NY, I’m going to start my blogging with thoughts on names and gender.

We tend to think of the gender of a name as stagnant. For example, my name, Lisa, is feminine. It always has been, and so one assumes it always will be.

While that was once the case, American baby name choices are departing from the traditional male/female dichotomy. One place this is evident is in the top baby names of 2008, which were recently published by the U.S. Social Security Administration. Here is the girls’ list:

1. Emma
2. Isabella
3. Emily
4. Madison
5. Ava
6. Olivia
7. Sophia
8. Abigail
9. Elizabeth
10. Chloe

My first observation: What is Madison doing on the girls’ list?! Ok, because I’ve followed name trends my entire life, I’m not actually surprised. However, the linguist in me is indignant. It ends in “son.” Could there be any more obvious marker in the English language that this is a boys’ name? Jackson, Jason, Samson… they look and sound masculine. (Disregard Alison for now.) Madison, from an English surname meaning "son of Maud,” was originally a male name. Yet in 2008 it was the fourth most popular name for a baby girl!

Recently I’ve been scouring lists of names with an eye for these phonetic irregularities. Although Madison may once have been exclusively male, and phonetically resembles male names more than it does its female counterparts, it is now overwhelmingly female. As we shift from the strict male/female dichotomy, gender identification becomes increasingly complex. This makes me wonder what kind of girls all these little Madisons will be, but that’s a different topic. I just stay abreast of the trends- surprising, interesting or whatever else. And thus I can assure you that with G-TECH, when Madison grows up, you will be able to accurately market to HER.
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Jun 3, 2009

DMDAYS NY

by Candace candace@ethnictechnologies.com

Visit Ethnic Technologies at booth # 529 for DMDAYS NY.

Find out more about G-Tech 09...