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	<title>Comments on: 12 Mums Makes the Workload Light!</title>
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	<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/</link>
	<description>Sociological Images encourages people to exercise and develop their sociological imaginations with discussions of compelling visuals that span the breadth of sociological inquiry.</description>
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		<title>By: Gilbert Pinfold</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-541954</link>
		<dc:creator><![CDATA[Gilbert Pinfold]]></dc:creator>
		<pubDate>Mon, 26 Dec 2011 11:00:00 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-541954</guid>
		<description><![CDATA[Is it OK for this demographic to even exist?  I sense an annihilationist tendency here.]]></description>
		<content:encoded><![CDATA[<p>Is it OK for this demographic to even exist?  I sense an annihilationist tendency here.</p>
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		<title>By: GidgiePie</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-426260</link>
		<dc:creator><![CDATA[GidgiePie]]></dc:creator>
		<pubDate>Sun, 26 Dec 2010 01:10:56 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-426260</guid>
		<description><![CDATA[This reminded me an old but very realistic anecdote from the olden Soviet Union days (yes, I grew up under the red flag, not exactly by choice though)...
Anyway, here it goes:

&quot;A good proletarian family welcomes an American guest to their home.
Guest:&quot;You must have a really good cleaner - your house is so tidy and clean!&quot;
Host:&quot;Oh no, that&#039;s just my wife...&quot;
&quot;But you surely must have a great cook - the food is fabulous!&quot;
&quot;Oh, nothing like that! My wife does all the cooking&quot;
&quot;Well, look at your lovely and well behaved children - your governess does a great job&quot;
&quot;No, that is not the case... my wife looks after the kids&quot;
&quot;Well, looks like that crafters in town are rather skilled - look at all the stunning textiles around your home&quot;
&quot;Oh no, my wife does all that too!..
Guest:&quot;Don&#039;t you bloody tell me that you sleep with that work horse too!&quot;

Unfortunately, no matter how much we will rally for the gender equality, there will never be anything like that. The differences are too deep embedded into our minds and looks like some retailers favour the 1940s style of advertising, which brings the spirit of those times back and not exactly for better.]]></description>
		<content:encoded><![CDATA[<p>This reminded me an old but very realistic anecdote from the olden Soviet Union days (yes, I grew up under the red flag, not exactly by choice though)&#8230;<br />
Anyway, here it goes:</p>
<p>&#8220;A good proletarian family welcomes an American guest to their home.<br />
Guest:&#8221;You must have a really good cleaner &#8211; your house is so tidy and clean!&#8221;<br />
Host:&#8221;Oh no, that&#8217;s just my wife&#8230;&#8221;<br />
&#8220;But you surely must have a great cook &#8211; the food is fabulous!&#8221;<br />
&#8220;Oh, nothing like that! My wife does all the cooking&#8221;<br />
&#8220;Well, look at your lovely and well behaved children &#8211; your governess does a great job&#8221;<br />
&#8220;No, that is not the case&#8230; my wife looks after the kids&#8221;<br />
&#8220;Well, looks like that crafters in town are rather skilled &#8211; look at all the stunning textiles around your home&#8221;<br />
&#8220;Oh no, my wife does all that too!..<br />
Guest:&#8221;Don&#8217;t you bloody tell me that you sleep with that work horse too!&#8221;</p>
<p>Unfortunately, no matter how much we will rally for the gender equality, there will never be anything like that. The differences are too deep embedded into our minds and looks like some retailers favour the 1940s style of advertising, which brings the spirit of those times back and not exactly for better.</p>
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		<title>By: Grape</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-187201</link>
		<dc:creator><![CDATA[Grape]]></dc:creator>
		<pubDate>Sun, 10 Jan 2010 17:13:39 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-187201</guid>
		<description><![CDATA[My town too! Wow, I&#039;m so proud to be associated with this. 

These twelve images were displayed on banners all around the shopping centre. I was a bit baffled by them. If they were innocently going for the &#039;kitsch&#039; 50&#039;s thing, why portray only this &#039;super-woman&#039; character?

The images seemed to add more guilt/stress to the hysterical shopping frenzy.]]></description>
		<content:encoded><![CDATA[<p>My town too! Wow, I&#8217;m so proud to be associated with this. </p>
<p>These twelve images were displayed on banners all around the shopping centre. I was a bit baffled by them. If they were innocently going for the &#8216;kitsch&#8217; 50&#8217;s thing, why portray only this &#8216;super-woman&#8217; character?</p>
<p>The images seemed to add more guilt/stress to the hysterical shopping frenzy.</p>
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		<title>By: Erica</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175967</link>
		<dc:creator><![CDATA[Erica]]></dc:creator>
		<pubDate>Fri, 25 Dec 2009 00:46:59 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175967</guid>
		<description><![CDATA[Ugh. As a new mom, I&#039;m hyper-conscious of media suggestions of what constitutes &quot;my&quot; work. The 1950&#039;s graphics are offensive for the roles they depict. Yes, I just figured out that moms really DO make the holidays happen, but it doesn&#039;t have to be that way (and would be nicer if it wasn&#039;t). Campaigns like this only bolster unnecessary stereotypes.]]></description>
		<content:encoded><![CDATA[<p>Ugh. As a new mom, I&#8217;m hyper-conscious of media suggestions of what constitutes &#8220;my&#8221; work. The 1950&#8217;s graphics are offensive for the roles they depict. Yes, I just figured out that moms really DO make the holidays happen, but it doesn&#8217;t have to be that way (and would be nicer if it wasn&#8217;t). Campaigns like this only bolster unnecessary stereotypes.</p>
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		<title>By: Jamie</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175782</link>
		<dc:creator><![CDATA[Jamie]]></dc:creator>
		<pubDate>Thu, 24 Dec 2009 20:40:42 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175782</guid>
		<description><![CDATA[It&#039;s always interesting to hear these views.  My dad and I don&#039;t really care about the holidays, but my mom really buys into the whole idea too.  It makes me wonder if women are just super-targeted for these types of adverts to begin with, or if they are just more susceptible to the &quot;Holiday vision&quot; that&#039;s pressed on everyone through years of stories, movies, and decorating, so advertisers exploit it.  I don&#039;t know, I don&#039;t think anyone truly does...it&#039;s a chicken/egg debate.  But with adverts like this, that vision isn&#039;t going away any time soon...]]></description>
		<content:encoded><![CDATA[<p>It&#8217;s always interesting to hear these views.  My dad and I don&#8217;t really care about the holidays, but my mom really buys into the whole idea too.  It makes me wonder if women are just super-targeted for these types of adverts to begin with, or if they are just more susceptible to the &#8220;Holiday vision&#8221; that&#8217;s pressed on everyone through years of stories, movies, and decorating, so advertisers exploit it.  I don&#8217;t know, I don&#8217;t think anyone truly does&#8230;it&#8217;s a chicken/egg debate.  But with adverts like this, that vision isn&#8217;t going away any time soon&#8230;</p>
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		<title>By: Sue</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175775</link>
		<dc:creator><![CDATA[Sue]]></dc:creator>
		<pubDate>Thu, 24 Dec 2009 20:30:26 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175775</guid>
		<description><![CDATA[They get suckered into it, too.  A few years ago the New York Times ran a reminiscence by Zadie Smith, the gorgeous, biracial English author.  She talked about how harried her mother was during Christmas (I don&#039;t know if her family was poor, but I don&#039;t think they were rolling in dough).  One phrase really summed it up.  She said something to the effect of:

Women really want the dream at Christmas.


Women have to try to push back against this desire to be Martha Stewart.  Martha Stewart has trained assistants and she doesn&#039;t exactly have the ideal family life, either, although she does great Home Porn.]]></description>
		<content:encoded><![CDATA[<p>They get suckered into it, too.  A few years ago the New York Times ran a reminiscence by Zadie Smith, the gorgeous, biracial English author.  She talked about how harried her mother was during Christmas (I don&#8217;t know if her family was poor, but I don&#8217;t think they were rolling in dough).  One phrase really summed it up.  She said something to the effect of:</p>
<p>Women really want the dream at Christmas.</p>
<p>Women have to try to push back against this desire to be Martha Stewart.  Martha Stewart has trained assistants and she doesn&#8217;t exactly have the ideal family life, either, although she does great Home Porn.</p>
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		<title>By: What others have been saying about celebrity mums &#171; Curtain Up. Light the Lights.</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175729</link>
		<dc:creator><![CDATA[What others have been saying about celebrity mums &#171; Curtain Up. Light the Lights.]]></dc:creator>
		<pubDate>Thu, 24 Dec 2009 19:13:41 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175729</guid>
		<description><![CDATA[[...] http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/…it assumes that the mum of the family does EVERYTHING for the family/friends. It also forgets about people who therefore don&#8217;t have children, or people who are on their own, or those that don&#8217;t have a mum-type figure in their lives etc… &#8230; celebrity (31), children/youth (248), class (175), clothes/fashion (180), color (43), commodification (71), communism/socialism (8), consumption (80), cosmetic surgery (41), crime/law (65), cultural imperialism/(neo)colonialism (50) &#8230; [...]]]></description>
		<content:encoded><![CDATA[<p>[&#8230;] <a href="http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/…it" rel="nofollow">http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/…it</a> assumes that the mum of the family does EVERYTHING for the family/friends. It also forgets about people who therefore don&#8217;t have children, or people who are on their own, or those that don&#8217;t have a mum-type figure in their lives etc… &#8230; celebrity (31), children/youth (248), class (175), clothes/fashion (180), color (43), commodification (71), communism/socialism (8), consumption (80), cosmetic surgery (41), crime/law (65), cultural imperialism/(neo)colonialism (50) &#8230; [&#8230;]</p>
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		<title>By: Jamie</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175711</link>
		<dc:creator><![CDATA[Jamie]]></dc:creator>
		<pubDate>Thu, 24 Dec 2009 18:20:44 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175711</guid>
		<description><![CDATA[LOL Where&#039;s the not-white, not-christian, working-poor single mum who can&#039;t afford this crap?  Is she the partridge in the over-priced pear tree?

Oh, nvm, she&#039;s merely a fable.]]></description>
		<content:encoded><![CDATA[<p>LOL Where&#8217;s the not-white, not-christian, working-poor single mum who can&#8217;t afford this crap?  Is she the partridge in the over-priced pear tree?</p>
<p>Oh, nvm, she&#8217;s merely a fable.</p>
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		<title>By: Quick scan of the net &#8211; celebrity mums&#160;&#124;&#160;An Australian in Prague</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175626</link>
		<dc:creator><![CDATA[Quick scan of the net &#8211; celebrity mums&#160;&#124;&#160;An Australian in Prague]]></dc:creator>
		<pubDate>Thu, 24 Dec 2009 16:40:19 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175626</guid>
		<description><![CDATA[[...] http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/…it assumes that the mum of the family does EVERYTHING for the family/friends. It also forgets about people who therefore don&#8217;t have children, or people who are on their own, or those that don&#8217;t have a mum-type figure in their lives etc… &#8230; celebrity (31), children/youth (248), class (175), clothes/fashion (180), color (43), commodification (71), communism/socialism (8), consumption (80), cosmetic surgery (41), crime/law (65), cultural imperialism/(neo)colonialism (50) &#8230; [...]]]></description>
		<content:encoded><![CDATA[<p>[&#8230;] <a href="http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/…it" rel="nofollow">http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/…it</a> assumes that the mum of the family does EVERYTHING for the family/friends. It also forgets about people who therefore don&#8217;t have children, or people who are on their own, or those that don&#8217;t have a mum-type figure in their lives etc… &#8230; celebrity (31), children/youth (248), class (175), clothes/fashion (180), color (43), commodification (71), communism/socialism (8), consumption (80), cosmetic surgery (41), crime/law (65), cultural imperialism/(neo)colonialism (50) &#8230; [&#8230;]</p>
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		<title>By: jane</title>
		<link>http://thesocietypages.org/socimages/2009/12/24/12-mums-makes-the-workload-light/comment-page-1/#comment-175577</link>
		<dc:creator><![CDATA[jane]]></dc:creator>
		<pubDate>Thu, 24 Dec 2009 16:05:11 +0000</pubDate>
		<guid isPermaLink="false">http://thesocietypages.org/socimages/?p=18161#comment-175577</guid>
		<description><![CDATA[This is in my town! I was disgusted and annoyed when I first saw it for a number of reasons. Firstly, as pointed out why are only mums interested in the chores of Christmas? It reinforces womens&#039; role as subservient, we have to organise Christmas so our families have a great time and that we have to enjoy it cos it&#039;s all about shopping (which we love, didn&#039;t you know?). Dads (or men) have no role in this. Secondly, mums fit neatly into 12 handy 1950s style stereotypes. And lastly, this is for a shopping centre where not only that type of shopper shops, and this isnt the first time its marketed itself at a kind of middle aged, middle class female shopper. I&#039;m not sure that this type of shopper makes up the largest proportion of shoppers to the Overgate. I completely offends me and isnt even targeted at me. Urgh, I was going to write an angry letter to them but didn&#039;t think it was worth it. I did tweet them about it expressing my disgust (yes they have a twitter page http://twitter.com/Overgate_Mum) and didn&#039;t get any response.]]></description>
		<content:encoded><![CDATA[<p>This is in my town! I was disgusted and annoyed when I first saw it for a number of reasons. Firstly, as pointed out why are only mums interested in the chores of Christmas? It reinforces womens&#8217; role as subservient, we have to organise Christmas so our families have a great time and that we have to enjoy it cos it&#8217;s all about shopping (which we love, didn&#8217;t you know?). Dads (or men) have no role in this. Secondly, mums fit neatly into 12 handy 1950s style stereotypes. And lastly, this is for a shopping centre where not only that type of shopper shops, and this isnt the first time its marketed itself at a kind of middle aged, middle class female shopper. I&#8217;m not sure that this type of shopper makes up the largest proportion of shoppers to the Overgate. I completely offends me and isnt even targeted at me. Urgh, I was going to write an angry letter to them but didn&#8217;t think it was worth it. I did tweet them about it expressing my disgust (yes they have a twitter page <a href="http://twitter.com/Overgate_Mum" rel="nofollow">http://twitter.com/Overgate_Mum</a>) and didn&#8217;t get any response.</p>
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