The Guardian reports on the first advertisements to fall foul of June’s Advertising Standards Authority rule change on ‘sexist stereotypes’ in advertising. One ad was banned because it depicted a woman sitting on a bench next to a pram. The advertiser claimed that the ad was about ‘adaptation’, and that adjusting to the arrival of a newborn baby is a situation where people must adjust. It was no use. The ASA “concluded that the ad presented gender stereotypes in a way that was likely to cause harm”.
Depictions of motherhood, then, are harmful to women, because they are sexist. Really? Hold on a minute. It is also polite received opinion, among the same class of our Progressive Betters who spend their time complaining about sexism in advertising, that mothers should be encouraged to breastfeed. And in this, our Progressive Betters are not thinking their position through. Because unless a mother is willing to spend hours a day hooked up to a milking machine, breastfeeding obliges her to be near her baby. How else are we to be present, boob at the ready, when our infant is hungry?
How are we to make sense of this muddled message? The only reasonable interpretation is that, in truth, our Progressive Betters do want mothers to breastfeed, to be available to our babies. But they want us to do it brim-full of miserable ambivalence. We are to breastfeed while editing science journals, answering emails from the CEO, or possibly skydiving or in space. We are to keep no more than one foot in motherhood at any time, and feed our babies knowing that this can never be a source of pride. Because to commit fully to motherhood as an occupation (even for a few short years) is to show – at best – a lack of imagination and ambition, if not a fully-fledged identification with patriarchal oppression and concomitant hatred of the rest of our sex.
The notion that depictions of motherhood are ‘harmful stereotypes’ is a rejection of the reality that a majority of mothers want to care for their children, generally a great deal more than they want to spend all day staring at spreadsheets, trading stocks or cleaning offices. But it is worse than that: by depicting motherhood as a ‘harmful’ stereotype, this value system encodes in the public sphere the notion that motherhood is a kind of failure.
In these rulings, in the name of social progress, the ASA has institutionalised contempt for traditionally feminine values. Women, it is implied, only throw off our oppression to the extent that we succeed in dissociating ourselves from any of the qualities traditionally (that is to say stereotypically) associated with motherhood. Values such as kindness, patience, empathy, self-sacrifice, placing others’ interests before our own. These values are ‘harmful’ and could (in the words of the ASA) result in women ‘limiting how [they] see themselves and how others see them and the life decisions they take’.
Instead, we should embrace stereotypically masculine virtues: courage, activity, adventurousness, leadership. Never mind that most women want to play the lead role in caring for their children, and that kindness, patience and a willingness to put others first are considerably more useful when dealing with a howling preschooler than two doctorates or experience leading a blue-chip corporation. Or is that just my identification with my own oppression?
Most women do a solid job of combining work interests and caring for children. More power to every single one of us, however we make it work. But it really does not help to be told that half of our useful skill set – which we know perfectly well is useful – is in fact ‘harmful’ and encouraging us to limit ourselves. Has the ASA and the rest of our Progressive Betters considered that those of us who are mothers, and who do not prioritise work above all else, just have a different idea of what constitutes ‘limitation’, and what constitutes success?
Perhaps our Progressive Betters should step back from their attempts at social engineering and think about the message they are actually conveying. Perhaps they might consider that using institutional power to enforce public valorisation only of women performing stereotypically ‘masculine’ activities, and censoring any association of women with stereotypically ‘feminine’ ones, in truth does real women with real children no favours. That they are in fact liberating women from nothing but our confidence that the skills we use in caring for our children are valuable, and that caring is itself valuable. Perhaps then they might see that their efforts to censor any public representation of motherhood, or valorisation of the traits that help mothers succeed, represents not feminist progress but a profound hatred of motherhood: the deepest and most vindictive misogyny of the lot.
This article first appeared in The Conservative Woman