Friday, 23 May 2008

Father's Day Cards. Clichés, Stereotypes

Clichéd Father's Day greeting cards persist despite social changes. Are any greeting card companies even remotely attempting to buck the trend and pave the way..?

"Dad is a lout on many Father's Day cards, but that may be changing

Fathers sleep a lot, and they snore loudly. When they're awake, they like to fish or golf, but they're comically bad at both. They drink so much beer they're practically alcoholics, and they're complete couch potatoes, always watching television and hogging the remote.

At least, that's the less-than-favourable image of Dad on Father's Day greeting cards. It's a striking contrast to the poetic praise often expressed at Mother's Day. Many men say they are tired of the "put-down" cards and would like some affirmation for a change - and at least one greeting-card company is listening.

One father in Washington, D.C., who used to stay home with his kids and blog about his life as an at-home father, says the golf and fishing cards don't bother him, but he doesn't like the ones that make dads look incompetent.

"This idea that men are somehow biologically incapable of caring for their children is the sort of thing that I don't find particularly funny," said Brian Reid, father of two.

Not only greeting cards, but television and movies often convey the idea that Dad is unreliable with every parental duty from changing a diaper to picking the kids up at school, he says.

Greeting cards can be a good litmus test for the way society perceives various relationships and people. Companies want to sell cards, so they aim to hit a spark of truth. But generalizing in order to reach people can lead to stereotypes that then get perpetuated and take on a life of their own.

In an age where about 159,000 dads stay home with their children, according to 2006 U.S. Census numbers, it's hardly accurate to say that dads don't know what they're doing."

Continued... Source

Father's Day for many countries falls on the Third Sunday of June (The 15th in 2008)

Wiki: Father's Day

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