Can't anwer you all in one post. Sorry.
FloraFox, sigh, I didn't see the other poster detailing why I should read Fine. The clip was a discussion about why the sexes are different - social or genetic (in fact, mix of the two). I linked to this very clip as it was posted on another feminist thread so I thought it might be familiar to some [helpful]. When marriages and so on are organised, we can really truely talk about society governing mate choice. There's a lot of this sort of thing over history too. When we talk about evolutionary forces however, we are thinking of pre-history, things which would have been the case in our evolutionary past. This is a huge topic.
TheDoctrineOfSnatch Make up is a social construct, not an evolutionary or biological one. Shaving is a social construct, not an evolutionary or biological one. If it's not of the body, it isn't a biological attribute. A* for your GCSE in Biology. However, it is the behaviour leading us to look good for the other partner (the actual thing you do is of little interest) which is the outcome of selection.
When we look at our nearest relatives, we see gender roles similar to ours. In what ways are we exceptional? Chimps learn sign language. In fact, plenty of species communicate (honey bees communicate quite complex spatial maps). Everywhere we look, when we see a dimorphic species we see different behavioural roles - sometimes it's the female who's aggressive, sometimes the male is the ornamental....so what? I ask again, do you really think humans are the only dimorphic species to have zero behavioural differences between the sexes?