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feminist ear

one of the things that i consider to be a large part of being a feminist, for me, is to be able to see through, or understand, when sexism crops up in literature or television, or really in any public forum, any medium. a fine example of this is that this morning i was listening to the radio, and there was a CVS ad on; the ad went something like this: "blah blah blah ... CVS pharmacists are obsessed with perfection! blah blah blah ... if you're a mom, you know what we mean." I wish I could remember the complete ad text, because I think in context it made more sense, but that's all I can remember... and I think it's obvious enough. I was immediately sickened that they would completely and totally ascribe childcare to the mother and marginalize the father in such a simple and deceptively innocent statement. I know that some people think it's stupid to get worked up about something so small, but as far as I am concerned, every time that ad airs it sets another brick onto the wall stopping progress in gender politics. Somewhere, someone is hearing that and having their feelings on gender roles reinforced or formed, conciously or subconciously. I suppose some people might not even hear the sexism in that statement; I guess that's exactly why I consider myself a feminist.

Off to write an angry email.

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Comments

snidegrrl
Jun. 25th, 2002 08:28 am (UTC)
This is exactly why I feel it has to be combatted on ALL levels - because the more people have a more non-gender-specific attitude about childrearing, or just about anything, the less likely it is that someone who can actually have an effect on your life can suggest, cajole, or force you to do something that reinforces those pigeonholes.

In regards to your particular situation, it sounds like at least the lactation consultant was trying to encourage you to bond with your baby... I'm willing to bet that that's a more enlightened view than many people have. And of course, we can all be thankful that we've come a long way, baby, as it were. S/he probably meant well.

Heck, I didn't even know there was such a thing as a lactation consultant. It's good to hear that there are incredibly concientious parents like you and Girlmonster out there raising children. :)