Motherload

Ariel India's campaign, known as #ShareTheLoad, was made by BBDO India, and went viral after it was endorsed by Sheryl Sandberg. Sandberg posted the ad on her Facebook page, and wrote,  This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. [...]  When little girls and boys play house they model their parents' behaviour; this doesn’t just impact their childhood games, it shapes their long-term dreams. It's true that the ad has a powerful emotional appeal, but I don't think Sheryl Sandberg is in the group she talks about. Because otherwise she would not be in the powerful societal position she is in. Clearly, whatever was modelled for her (if her theory of social engineering holds water) resulted in her empowerment.  Stereotyping definitely hurts us all – but it's the way stereotypes are perpetuated and not challenged in this advert that irritated me at first. T...

"A MON TH!" This is the main reaction I received to the news that I was going away for a month to write a book (about motherhood, as it happens).  I couldn't work out whether it was men or women who were more likely to stare in incredulity. As if I was leaving my children on a frozen hillside, or having an affair with a well-known politician. Of course there were some people who got it (I think), who didn't react with a quickly-suppressed cough of scandal in their throats. These people said, “Go for it, just make it worthwhile, get that book written already! How brilliant that you've got a room of your own!” Of course it’s the doubtful  and silent  judgers I believe. Yes yes, it’s wrong to go, I should be safely at home, doing the washing, shopping for the endless routine of children’s teas, monitoring the activities, the homework, the notes home from school, the Forest Schools equipment, doing the Guides run, making inane conversation at drop off...

Having spent my time recently haring about to interview men and women for the book I'm working on, I felt like sitting back with a glass of wine and some good TV the other night. I had taped the current series running on BBC4 entitled Women , and lo and behold, our Lovefilm account spat Enchanted through our letterbox. I ended up glutting on a programme about who really does the UK's domestic work, followed swiftly by Enchanted , Disney's deconstruction of the very figure it has itself created: the cartoon version of the fairytale princess. The Women doc was about how men and women divide up domestic labour, and whether it has become equally shared -- posited as 'one of feminism's central goals' (I'm not sure it really was a goal, more an object of critique). Enchanted is about how A. N. Fairytale Heroine comes to question her faith in the ideal of 'Happy Ever After With A Prince'. She learns to value reason, and to listen to her own emotions, ra...