Yahoo! launched a new site this morning called Shine aimed at women aged 25-54. All the news accounts we've read trumpet how Shine plans to package news and information of interest to females. When we visited the site, all we really wanted to do was scream.

Oh, boy! According to Shine, all women care about fashion, beauty, love, and astrology! Geez, Yahoo!, stereotype much? So, what would the male version of this site look like? Would topics include cars, sports, tech, and beer? We know plenty of guys interested in treating acne and being better parents, and plenty of women who could code Yahoo!'s developers into a corner.

We guess what Yahoo! thinks passes for cogent topics of interest to women should come as no surprise since the site's editor-in-chief used to run Jane and Elle Girl, two print magazines that aren't exactly known for encouraging women to put down their lip gloss and pick up a book.

While we appreciate that Yahoo! is willing to dedicate a site to women, perhaps they could be a little less condescending. Women do change their own oil, build their own computers, travel, happily raise kids on their own, invest, and -- gasp! -- pursue lifestyles outside of what Yahoo! apparently considers "the norm."

Until Shine realizes that there's more to women than nail polish and a need to know the best way to hook a guy, this is one Web site we'll skip.

Recently I was interviewed by a graduate student who was working on a thesis about representations of female sexual empowerment in popular culture. Much of our conversation centered on women's usage of the internet. One of the first questions she asked me was whether I thought there was still a stigma against women being openly sexual online. After stumbling over my words because I couldn't get the "yes" out fast enough, I gave her an example that shows just how much of a problem this is.

I go to a lot of conferences, unconferences, and all variety of social media-oriented events. Frankly, I'm feeling a little conferenced out at this point. Anyway, at each of these events I go to, there's almost always a panel or session or discussion group focused on the question of how to "present yourself" online – usually framed in a business context. And even if there isn't a session nominally devoted to this topic, it ends up coming up sooner or later. It's obligatory, just like the incessant "bloggers vs. journalists" debate.

These discussions can get quite heated, with people becoming very earnest about not wanting to look "unprofessional" online. Women in particular tend to get very worked up about it (which isn't surprising; there are expectations placed on us that men won't ever experience). Without fail, the ultimate example of "unprofessional" is always something sexual. Someone will be ranting about the presentation of their professional demeanor online and attracting new clients and blah blah blah, and it's only a matter of time before they make an offhand remark like, "So, I'm not going to go around posting naked pictures or anything!" Such comments are usually received with much laughter and nodding in agreement.

So, YES, if one's sexuality is the ultimate representation of what it means to be unprofessional, then absolutely we have a problem here.

Here's what SugarLoving does right: the site clearly understands that sites like Digg and Del.icio.us have gotten so huge that it takes forever to wade through the cruft to find interesting things to read. Niche-driven sites like SugarLoving are a good idea because they offer a place for people with similar interests to congregate, instead of trying to be everything to everyone.

But the pink and powder blue hearts have to go.

It's hard to take the site seriously when it's awash in graphics like "i (heart) this" and the tagline reads "Link love." (Yeah, yeah...SugarLoving...hearts, love...we get it). It's overkill, though, and reads like an overblown Valentine's Day card.

On a purely technical note, we're surprised there's no way to bury or vote down a story but maybe since the site is still new, that feature is still to come.

The folks at Sugar, Inc. have a good idea with this Web site, if they could just tone it down a bit and realize that all women are not shallow, shop-a-holic clones. If SugarLoving beefs up the business and tech sections, and adds some sports and news categories, they'd have a site geared toward a greater cross-section of women -- and one that's more inviting that it is now.

This report from Pew Internet and American Life examines the different ways men and women use the Internet. It says that women "view the Internet as a place to extend, support, and nurture relationships and communities" while men "tend to see it as an office, a library, or a playground." Also, men are more likely to go online daily and more likely to do it several times a day, and "Men also tend to go online in greater numbers than women but for a much broader variety of reasons." Lots of interesting statistics for data junkies and closet sociologists.

[Via Digg]