I think it is easier to fight stereotypes in academia, for sure. There are really two contributing factors to the work thing, as institutional culture is almost as powerful as gender. I always find it interesting that gender is always the defining factor, though.
I am not feminine (by which, I mean, I do not conform to the notions of acceptable physical femininity, nor do I perform cultural femininity). Despite being short, I am robust and not elfin featured! More than once it has been assumed that I am a lesbian, or pointed out that I dress like one (especially shoes, what the hell is it about shoes that could possibly indicate sexuality?!)
I am also alarmingly forthright. This has had very different reception depending on my work environment at the time. In the military, I dress the same as everyone else (there's nothing like a pair of boots as an equalizer, even if you are five feet nothing in them) and frankly, my forthrightness is an asset as the environment is essentially culturally masculine. Put me in a bank and the (female) manager wants to give me a makeover and stares at my flats in horror. I mean, why would you possibly want to cover a six hour standing shift in flats?
I share your discomfort, dodo. I do not conform. I am also very aware that my lack of make-up and heels renders me invisible, even in my current Arts environment. Invisibility makes promotion impossible, although unwelcome forthrightness has meant the ship has already sailed on that, in my current place of work (despite opinions being actively sought. Turns out that the only opinions they were interested in hearing were the ones that agreed with the status quo, not the potential for change and greater success.) I digress - what happens if you do not conform to gendered norms in my current workplace is nothing. By which I mean no promotion, no visibility, literally nothing. The women who are in more senior positions conform in spades.
Sometimes I wonder where the line blurs between institutionally cultured expectations and gendered expectations, though. In banking, with 20 applicants for promotion, 18 of which female, the job would always laughably go to a be-penised one, however much gussying up the women did. It became a joke. 'Congratulations on your penis! I mean, your new job!' The women were absolutely expected to perform femininity, but even when they complied, they got nowhere. Depressing.
Fucked if you do, fucked if you don't, really.
My intent is to get back into academia. Me and a gazillion other non-conformists, lol.