Well, yes, could be

Modern mummy marketing is by and large geared towards heterosexual women in a comfortable socioeconomic income bracket. The mummy-targeted consumables shilled by celebrity mums like the Kardashians are deeply entrenched in anachronistic gender roles, suggesting that a new mother’s main role is as primary carer of her children.

Err, yes. A new mother’s main role is a primary carer to that new child. That’s why we have maternity leave, d’ye see?

This heteronormative approach to motherhood

Whut?

34 thoughts on “Well, yes, could be”

  1. The plaintive cry of the pampered western woman is “I Want it all”

    If men had it all, they’d have a wife at home looking after the kids, while he goes out when he wants, screws who he wants etc.

    Strangely enough, nobody argues for that, and nor does anyone of sound mind say that would be a good way for men to behave…

  2. Abacab: there’s plenty of targeted advertising of minorities. Of course it’s not in mainstream media.

    Grindr, for example, isn’t going to be full of ads targeting hetero mothers. Nor will rock-climbing magazines, nor Soldier of Fortune websites.

    Guardian readers, despite all their virtuous thoughts, are actually quite staid. They’d not be aware that the “analysis” simply ignores all the contrary advertisements that sell quite different ideals.

  3. Marxist bitch talks Marxist shite.

    News at 11.

    Tim–we could do with something a bit more substantial than such tripe.

    For example–a vile BluLabour cow is trying to brazenly sell out Brexit right in front of our eyes. Seeing that you were once a wheel with UKIP your thoughts on that might be a bit more interesting . As opposed to bog-standard socialist cockrot from the usual; scumbags.

  4. I wonder when the Guardian truly tipped over into utter lunacy. I’m sure it didn’t print this sort of nonsense in the 1950s. It was fairly bonkers in the 1980s. My guess is some time in the very early 1970s the loons started to take over.

  5. Kat- You’ve got rather ahead of yourself, grandmotherhood is about critiquing (some more sotto than others) how others do motherhood. And heteronormative doesn’t begin to describe it.

  6. What is non-heteronormative motherhood?

    And, yes, I know, Rule34, but

    a) I’m at work, so I’m not looking.
    b) Rule 34N – this is clearly on the weird end of things and I’m feeling sufficiently fragile, so I’m not looking.

  7. …suggesting that a new mother’s main role is as primary carer of her children.

    Whereas every good feminist knows the new mothers proper role is to return to her cubicle farm ASAP and contribute to the bottom line of MegaCorp.

  8. @ et al – lot’s of shit in the Guardian – it get’s worse. Todays selection from website
    1)Folic acid to be added to UK flour in effort to reduce birth defects – completely ignoring the 30% of birth defects caused by muslim inbreeding.
    2)How Fascism Works review: a vital read for a nation under Trump – more trump derangement syndrome
    3)Would you munch on a bug to save the planet from global warming? – answer obviously NO.
    And my favourite – Two images that show we need to be sensitive about our photos – in describing an islamic terror attack showed photo of the haj – upsetting muslims.

    Vile paper, staffed by cunts who hate white people.

  9. I dunno why the Guardian fetishises solar power so much when they could just hook up a turbine to C.P. Scott’s grave (C.P SCOTT: WOZ HE A RACIST? – woke Guardian typists)

    Kat George is a writer and social justice and policy professional. She is an LL.M candidate. Her research focuses on corporate social responsibility, human rights, gender and new technology.

    We’re reaching levels of Golgafrincham B-Arker that shouldn’t even be possible here. While “Kat” critiques a whole wheen of systems she doesn’t understand and contributes nothing to, it’s worth asking who she’s trying to kid with her advice on motherhood.

    Silly Kat, abortions and dying alone of feline toxoplasmosis don’t qualify you to critique women who’ve successfully raised children.

    My good friend and esteemed Judeo-sceptic moqifen suggests the #woke elect hate white people.

    Well…

    Kat George
    @kat_george
    The rampant neocolonialist narcissism necessary for grown ass white adults to sit around and discuss how they faced social exclusion while visiting a foreign country is absolutely staggering.

    I’m not actually sure what “social exclusion” means here (I also dislike Foreign, and have no plans to return), but I’m pretty sure this is exactly the sort of thing that provokes the sum of all REEEE’s when it involves white people allegedly not rolling out the red carpet to whatever flea-bitten, ruminant-bothering, pungently orduriferous Moon cult follower who happens to wash up on our shores asking “where da primary schools at?”

  10. Hector

    I think perhaps Philip May likes to administer his lovings Greek-style to the vacillating Theresa.

    It would explain her ready willingness to repeatedly take it up the Gary from the EU.

  11. Grindr, for example, isn’t going to be full of ads targeting hetero mothers. Nor will rock-climbing magazines, nor Soldier of Fortune websites.

    Each of those will be advertising to target the average consumer of what they’re selling. Not sure why you think that I would think that “hetero mothers” is the average consumer for all possible products and services…

  12. @BiG

    Why would anyone in their right mind not want to be paid hourly?

    I was offered a salary years ago, and declined – apart from anything, it make getting overtime and/or unpaid leave so much more straightforward. And one can’t be pressured into working unpaid overtime or anything silly like that as what one gets paid depends purely on how many hours go on the clock.

  13. It was when the Independent carried an article on penis jewellery that my wife announced that we were not the target market, and we swapped to the Times. We had taken the Guardian at one point but gave it up on the grounds that it was obviously a threat to our mental health.

  14. “Modern mummy marketing is by and large geared towards heterosexual women in a comfortable socioeconomic income bracket. ”
    Expecting NiV along any time now to champion financially challenged men-in-frocks.

  15. “And to think the left has recently been declaring that the Guardian is too right-wing!”

    The Left eats its own. Always.

  16. Bloke in North Dorset

    What’s an LL.M?

    Is she auditioning to join that trio of Grievance Studies hoaxers who recently came to light?

  17. grown ass white adult

    What is this?

    Sounds like cultural appropriation to me Rob. A white Australian colonising the Black American idiom.

    Saddens me that the Guardian is employing this sort of racist filth.

  18. “The mummy-targeted consumables . . . suggesting that a new mother’s main role is as primary carer of her children. ”

    Or, an alternative take – that these things are targeted at ‘heterosexual women in a comfortable socioeconomic income bracket’ who have *chosen* to take on the role of primary caregiver.

    Hunh. Kind of changes things around, doesn’t it? Now you don’t have a repressive society forcing women to take care of their own children, you simply have a staggeringly large percentage of women choosing, of their own free will, to do this and a whole market segment has arisen to cater to their desires.

  19. @dearieme
    Penis jewellery? Reminds me of a conversation with a pre-op trans (female to male) about the point of the op as it wouldn’t exactly function like a natural penis, to which they replied it would be a decorative penis, at this point there was a pause and we both agreed that was a description/attribute that should never go with that word. Maybe that’s the audience for penis jewellery.
    And yes there are trans people out there who don’t scream and cry every time someone uses the wrong gender

  20. What Agammamon said.
    The reason why advertising is focussed on women is that while men earn more women spend more. Oh, I didn’t mention that men used to spend most of their money on non-discretionary spending like tax, rent and rates, transport to/for work and insurance.
    So marketing is targeted at “Modern Mummies” – makes sense: last time I went to Glasgow, my brother-in-law said that he expected his current suit to last him out so he wasn’t going to buy a new one and any adverts from Savile Row aimed at him are wasted (I should admit that so are any from those selling off-the-peg suits he is, and was, slimmer than I was even before I put on weight when I stopped running marathons).

  21. She can kiss my natural white ass.

    Although my great-great-great-great-great grandmother was an Injun, so I guess my ass ain’t as natural white as I thought.

  22. Bloke in Germany in London

    Why would anyone in their right mind not want to be paid hourly?

    Good question. But on this issue, everyone’s mileage varies. I have an extremely demanding job, but I love doing it. I’ve secured a very cushy number, a job I love, global notoriety at the top of my small and insignificant profession, and only one fundamental area of conflict with my company owners. We are, at least, on the same page on the issue that they need me inside their tent pissing out, rather than outside pissing in, and we have a contract/compromise that is acceptable to both parties, considering that reality.

    And, recently spending three weeks in hospital unexpectedly, with the strong possibility of more of that shite to come in the undistant future, reminded me that a salary disconnected the hours I actually work and disconnected from my nonexistent personal stake in the company, is a damn nice thing to have. Incidentally, they still owe me many hundreds of hours – I have and will continue to put in more than I have to, of something I love doing, to keep up my side of the written and unwritten bargain. The relationship is bidirectionally saprophytic, if you like. They feed off my carcass and I feed off theirs. I make money for them and I trade some of that money for security of income. That’s a salary, as opposed to a wage (or being freelance).

    What’s an LL.M?

    It’s come to a pretty pass when you self-identify by a slightly higher degree of which you are a mere graduand.

    Besides, what could be more colonialist, establishment, white, and unwoke, than being a lawyer?

  23. Now you don’t have a repressive society forcing women to take care of their own children, you simply have a staggeringly large percentage of women choosing, of their own free will, to do this…”

    No, no – there is no free will that way. Evolution is the big daddy of the patriarchy. This is why it is being overthrown by the biggest reproductive right of all – that to not reproduce. First we burned our bras, now we burn our bridges to the future.

  24. For those asking: an LL.M. is to allow those lawyers unable to get a pupillage (or join a solicitors) after gaining their LL.B. to stay on at uni for an extra year.

  25. “Although my great-great-great-great-great grandmother was an Injun, so I guess my ass ain’t as natural white as I thought.”

    My embarrassment of a senator, Lindsey Graham, is having a DNA test. His expectation is that he’ll have more American Indian DNA than white ass Elizabeth Warren.

    I wish him well.

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