Our playgroups put on new kiddy crafts each week. When a specific celebration comes around, they will usually revolve around that. So this week it was making Father’s Day cards.
Unlike the mums who were helping/directing their children to create them, I just let my daughter do her thing – it seemed odd commissioning one from her.
What was also odd were the actual cards they were supposed to end up with. Two playgroups opted for the same concept – the front of the card had been cut and folded down to look like a shirt collar, and there was a cutout tie to glue into place. The inference was clear (despite the fact I have only ever worn a shirt & tie for weddings and funerals): A father’s role in the family revolves around having a job. This is also the role that retailers like to cast us in.
Gendered marketing to children is an issue I take great interest in, unhappy as I am about commercial interests defining, from even before birth, what they think a boy or girl should be. But what about gendered marketing to adults? How does that affect us?
Father’s day for stay at home dads
I adore my current role in life as one of the growing army of stay-at-home dads. It has come about mostly from my long-held desire to do this, with financial circumstances supporting that choice (ie. My wife earning more than me). Frankly, it’s been a blast.
Out & about doing baby & toddler things with my daughter, I’ve gotten to know some dads, but mostly mums – and the fact is that in terms of being a parent I have far more in common with the at-home mums I meet than most working dads.
The offering around Mother’s Day tends to be all about ‘giving mum a break’ – from cooking, cleaning, childcare, etc. Brunches and pampering packages abound. What about Father’s Day? Traditional gifts revolve around either ‘work’ related gifts like smart socks, shirts, and ties, or ‘play’, things that are thought to keep men sane during the 9 to 5 – booze, sports, and gadgets. But there’s no sense that fathers like me – stay-at-home dads – also need a break from their routine and responsibilities.
By packaging the days in this way, retailers are reinforcing the idea that being the homemaker is a mother’s role, while that of breadwinner is still the father’s. I think these marketing driven definitions contribute to the guilt that many mothers feel about wanting to return to work, and lessen the chances of men admitting they would dearly love to be stay-at-home dads. Society follows suit – while we have the term ‘working mother’, the male equivalent would be recognised as ‘father’. I’m a ‘stay-at-home dad’, but for female counterparts ‘mum’ seems to suffice as a label.
I have generally felt ambivalent about Father’s Day since childhood, and I continue to do so as a father. Perhaps because my birthday is also only a few days away, and it seems greedy to have 2 ‘special’ days in one week. My cynical side also tends to judge Father’s Day as a way to package and sell more stuff, much like Halloween.
We have no out of the ordinary plans for the day – I will spend it with my wife and daughter, like most other ideal Sundays.
Then again, perhaps there is a purpose to ‘Father’s Day’? It has serendipitously coincided with the start of the Football World Cup. I could cynically take advantage of it to watch a couple of back-to-back games? Reverting to stereotype, I am a dad that likes watching football.
And having a break from my routine and responsibilities.