Flashback Friday.

I recently came upon the Jewish greeting card section at Target, way down on the bottom row. I could tell it was the Jewish section because all of the dividers that tell you what kind of card is in that slot (birthday, anniversary, etc.) had a Star of David on them.

I was interested in what a specifically Jewish birthday card might look like, so I picked this one up. It draws on the idea that Jewish people are particularly prone to feeling guilty.


The inside said:

…but is cake and ice cream mentioned anywhere? I think NOT! It’s your day! Enjoy! Enjoy!

Mary Waters found that people often believe that ethnicity explains all types of behaviors that are in fact very widespread. She interviewed White ethnics in the U.S.; they often attributed their families’ characteristics to their ethnicity. Take the idea of the loud, boisterous family, often including a mother who is constantly trying to get the kids to eat more of her homecooked meals and worrying if they aren’t married. Many individuals described their family this way and claimed that their ethnicity was the reason.

People who identified their background as Italian, Greek, Jewish, Polish, and others all believed that the way their family interacted was a unique custom of their ethnic group. Yet they all described pretty much the same characteristics. The cardmakers’ (and others’) allusion to guilt to signify Jewishness seems to me to fall into this category: take out the Stars of David and I bet a range of religious/ethnic groups would think it was tailored to them specifically.

So you take a card, say guilt in it, add a Star of David, and you’ve got a Jewish card. Take out the Star of David, maybe it’s a Catholic card, especially if you added a cross, since they’re often portrayed as feeling a lot of guilt. I’ve had friends who grew up Southern Baptist or Pentecostal joke about having felt guilty about everything, so you could market the card to them, too! I think it’s a good example of how we often treat characteristics or behaviors as somehow meaningfully connected to a specific ethnic background rather than being a pretty common way that people in general, across ethnic lines, behave.

Originally published in 2010.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
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