childcare

Obviously it’s not always possible to tell when the dad in an ad is a primary caregiver, but there’s been an increase in dad-centric TV commercials this year, with a move away from the doofus archetype of the past. This echoes the trend for more capable, hands-on fathers in movies and TV shows, but some brands have been slow to recognize that this is what viewers want.

Earlier this year, Huggies launched a series of TV spots that showed moms putting their products to the “dad test” —the implication being that if those big dopes could use ‘em, anyone could. The backlash was swift and vocal, with both moms and dads taking to the brand’s Facebook page to complain that the ads played on out of date stereotypes. Huggies was clearly panicked by the strength of the negative response: they yanked one of the ads, emphasized that they featured real couples rather than a fictionalized idea of what fathers are like, and even rushed to a daddy blogging conference to issue an “our bad”.

What’s interesting is that this criticism didn't come from the media or the feminist blogosphere but the intended audience, suggesting a real-world shift in attitudes towards stay-at-home dads (and hands-on fathers in general). But while Huggies’ campaign was unimaginative and hackneyed, it’s understandable: for years, the Homer Simpson-esque clueless papa has been a reliable and uncontroversial target for humor. He still features in many ads, like Kroger’s current Christmas commercial, where a woman informs us that her husband helps out at this time of year by doing his own wrapping (just like a grown-up!) — and then we see said wrapping, and it’s atrocious.

Men who care for children are afforded high status in pop culture if their role is part of some macho, justice-seeking mission (The Pacifier, Kindergarten Cop) or incidental to their real life, allowing them to maintain a cool image (About A Boy, Role Models). When he takes on a childcare role for no other reason than to get paid, however, a man should be prepared to sacrifice his self-respect.

In Melissa & Joey, Joey Lawrence plays an Ivy League-educated former commodities trader (yup) who went broke thanks to a Ponzi scheme. When local politician Mel takes in her sister’s kids, Joe becomes their housekeeper and nanny as a last resort, having previously been living in his car. In one episode, Mel finds out that Joe has donated to a sperm bank, and asks him what the most degrading thing he’s ever done for money is, hoping he'll admit to selling some of his swimmers. Instead, he gestures around the kitchen and replies, “By far, this.” He’s not entirely sincere, but the joke (such as it is) is predicated upon the audience acknowledging that this isn’t a suitable job for a man who values himself.

Okay, full disclosure, right up front: I'm a babysitter. Like, professionally. So maybe my fascination with the history of this job comes from a place of pure self absorption. Then again, there's a good chance many of you readers have been babysitters at some point (BSC-inspired flyers around the neighborhood advertising your services? A totally undesirable but obligatory gig watching a younger family member?), and besides, the history of the babysitter brings up some issues much larger than diapers and bedtime, like our culture's anxiety with the financial and sexual independence of girls.

The Welfare Rights movement of the sixties and seventies rarely receives the amount of historical attention it deserves, and as a grassroots movement that addressed class, race, gender, and consumption issues all at once. Although made up of thousands of women around the country, Johnnie Tillmon was one of the main activists, who rose from a reluctant welfare mother to Executive Director for the National Welfare Rights Organization.

Feminism 2.0 is holding a caregiving blog carnival July 13th:

Fem2.0 Blog Carnival: For Women, the Other Side of Work Is NOT Play… It’s Caregiving

Women take care of children, spouses, parents, family members, friends. We dominate the caregiving professions, like nursing or social work. Ask anyone receiving care of any kind and he or she will most likely tell you that the primary caregiver is a woman.

Caregiving is a job for which women usually don’t get or expect monetary compensation. It is a critical aspect of work/life and healthcare issues. How can caregiving be made easier to make our lives easier?

Both Angelina Jolie and Shakira have made headlines recently with their respective humanitarian work, Jolie with a recent Time magazine article, and a New York Times Magazine piece on Shakira's efforts to make child welfare reform a reality in Latin America. How do the two compare?