Scientists can test only what they do not take for granted. That can make studying familiar phenomena particularly challenging...This may be especially true of masculinity, femininity and sexuality, because certain ideas abut gender and sexuality are so broadly shared in our culture

Normative statements about "women's roles" and girls' and women's behaviour being "appropriately feminine" were replaced with more neutral statements about what women and girl versus boys and men do and think and say they want. In this way, conventionally gendered behaviour was taken out of the context of prescription and presented as simple description. This had the possibly unanticipated consequence, though, of taking these behaviours out of the context of the social world. The descriptive approach significantly deemphasised the role of norms, social structures, and modelling in developing gendered traits. Instead, disembodied as "naked facts" of sex differences, they began to look more and more like simple reflections of male and female behaviour.