Before we go further, have you seen the advert? If not, here you go:

Opinions vary as to whether this is offensively sexist or whether such labels are merely the result of ‘political correctness gone mad.’ However, what is being depicted is pretty unambiguous, especially thanks to the “behind every Great Christmas, there’s mum” tagline at the end: Christmas is the result of Mum working very hard and (by inference) Dad being generally useless, not up to scratch and oblivious of her efforts. It falls squarely into what The Mary Sue terms Dumb Man Commercials, whereby in order to appeal to the (presumed) female audience, the advertisers present men as foolish when compared to the power of womankind – if the power of womankind is limited to, say, cleaning an oven.

Now, lookit, there’s quite enough sexism going on at this time of year what with the pink aisle full of plastic dolls and retailers emblazoned with gender-segregated gifts without the whole of Christmas being laid firmly and squarely on the shoulders of women and negating the role of anyone else in the fulfilment of annual joy. No pressure, love.

This isn’t really a post about lambasting the ASDA advert – many people have done that, and more eloquently too. What it is about is advertisers’ perception of who we are as people, and whether that matches up to how we really are and how we think of ourselves.

Given the results of the recent census, we know that households such as the one depicted in the advert are not in the majority in the UK – far more people either live alone or are lone parents. So the assumption of “Mum” being the lynch pin for the “average” Christmas in the UK is not a reflection of reality.

There will be many families who rely on Dad, or another relative. There will be many Christmases spent amongst friends, or as a couple without children (like my own Yuletide will be). There will also be many Christmases in the UK that people spend alone – either through positive choice or sad circumstances. Lots of people don’t celebrate Christmas at all, of course. But I am absolutely not going to get into a discussion of religion as well as politics.

Well, not for this post.

She sez:

• “‘Twas a few days before Christmas, and all through the house, not a creature was stirring… except some fabulous feminist finger puppets. What are they up to now, the little scallywags? (Left to right: Good Queen Bess, Sojourner Truth, Virginia Woolf and Frida Kahlo) I got them as a gift, but they’re available from The Unemployed Philosopher’s Guild!
• On the floor beside my stocking (which was made for me by one of my mum’s friends I believe, when I was a tiny one) is the second volume of Linda Medley‘s Castle Waiting, a graphic novel series I urgently commend to any feminist fairytale enthusiasts. It’s explicitly feminist, gentle and genuinely original, with some affectionate jokes at the expense of the fantasy genre, and cracking female characters. Don’t come expecting Angela Carter style sex ‘n’ death fairytale reclamation though. While there is danger lurking, the eponymous castle is a safe haven for the misfit characters.
• In the stocking itself is another extremely well-judged gift, a copy of Love of Worker Bees by Alexandra Kollontai, published in Russia in 1923. One of the Party faithful, Kollontai explores the tensions between her protagonist’s dedication to the cause of Socialism and her need for personal autonomy, love and sexual fulfilment. One of the most interesting (and moving) aspects of it is her struggle to reconcile the vision of freedom she passionately believes in with the realities of being a woman after the October Revolution. You’ll be unsurprised to hear that some are more equal than others.
• Next is my trusty copy of Misogynies by Joan Smith, a collection of superb essays on cultural texts which expose the thread of misogyny which runs through the fabric of western culture. A kind of response to Roland Barthes’ famed Mythologies, Smith’s book still has the power to shock, and serves as an excellent eye-opener for those who think it probably isn’t that bad really. The texts in question may be getting on a bit, but sadly things haven’t changed all that much.”

Not long now ’til Christmas! Feel free to share what would be in your own feminist Christmas stocking, and have a very BadRep Christmas…