How to construct a stereotype

Every now and then a video pops into the inbox that has the capacity to shock one deeply because of what is says, and does. What is really does.... Here is one of them.

There is something quite dangerous about putting women on pedestals. The problem with a pedestal is that it has many layers, like an onion, and stripping each layer off one at a time is a good exercise to expose the deep, deep lies it upholds. 

This video is full of contradictions but not at first sight. First, and easily missed, is the word “sarcasm” on the top right-hand corner, which runs through the playing time of the video. It is the only indication that this is not meant to be taken seriously. However, it is very easy to miss this and indeed feel moved by what the video shows... the daily drudgery of the female of the species, neither thanked nor cherished for her hard work. 

In this seemingly supportive message lies a quagmire of misogyny. 

From the word go, in this first shot, the idea of a home, a safe and cosy one is built up. 

The narration indicates that they are happy together, and ending their day in togetherness. 

This is dangerous sub-text. Without saying a single anti-woman word, the video shows how smart young women will buy into this myth that is being constructed. Apart from smartness and youth, this narrator also has all the so-called attributes of beauty including a great figure. These are the big guns being pulled out; people are more likely to receive messages that come in such neat “packages”. I seem to have objectified this narrator. But actually, I haven’t. The video has. It is similar to those car advertisements featuring bikini-clad women on the bonnets. 

The next shot brings us up close to the protagonist. She has a gentle smile on her face. The viewer buys into her happiness. 

Seeing her in close-up brings us right into her life, into her story, and straight into her shoes. As a device, this is most likely to win our hearts as well. We buy into this fantasy of the happy, hardworking wife who doesn’t begrudge the drudgery she is about to undertake. 

Immediately after this, we see a series of hardworking women, from all kinds of nationalities, performing a series of mundane tasks. Have a look:

Here is a pair of disembodied hands. They could belong to any "white" women from any country. The anonymity is important.

Another woman, and an interesting shot from inside the fridge.

And this is followed by several different women all of whom have the same sad story. 

Showing how a woman's job is never done, while the man is free to relax.

In this mid-shot one is shown the calm, smiling expression as well which belies the late hour, and tiredness factor. 

What finally takes the cake, of course, is the husband calling out something as bizarre as "I thought you were going to bed." 

There is nothing to beat the last image of the husband:

How peaceful he looks! But does the audience feel any strongly negative feelings for this man? Of course not! The sense of entitlement, the taking for granted, the sheer callous ingratitude is all swept aside by this beautiful image of a nice-looking young man who has peacefully gone to sleep.

What follows is really quite the most dangerous part of this story. The narrator asks, "Is there anything extraordinary in this story?" and after a slight pause adds, "No, right? That's why women are special."

Here we have another series of images of happy-looking women as the narration continues, this time firmly placing women on that oh-so-horrifying pedestal - that women are special because they do all of this without letting anyone know the effort that goes into it. They are apparently the "pillars of the house, the strength of the structure". Not just the wives, please note. Our mothers, our sisters and our daughters too are included amongst these pillars.

The greatest irony comes at this point with the statement: "They do so much for our house yet their contributions go unnoticed all the time... their contribution is invisible yet the greatest." Somewhere along the way, the narrator also asks why they are not appreciated, rhetorically. Is it because they don't bring in the money?

And therein lies the rub. Let's peel this onion:

Layer 1: 

A woman on a pedestal. Read doormat. Leaves the man watching TV to perform a series of tasks which he could also be contributing to. The video does not address that.

Layer 2:

Several women from different nationalities all merge into one in this universal story of Doormatism. The narrator herself is a personable young woman who seems completely sold on this story. Several men also merge into one in this story, first watching TV on their own and then going to sleep. The video does not question this either.

Layer 3:

The mythification of Doormatism takes place in the declaration that there is nothing extraordinary about all of this. And laying the blame (if you will allow) at the door of the woman who does this without letting anyone see her "invisible" contribution. The video reduces this unpaid, even bonded, labour to the level of a "miracle" performed by these creatures around the house, clubbing all sorts of women of different ages into one mass of doormats. 

Layer 4:

Then, finally, there is an appeal to the viewer to spread this message in appreciation of the women of their lives. 

Dear god, really? Forward the video and go back to being entitled? 

Sleep peacefully with a clear conscience since you have spent a few seconds pressing "forward"? 

And how will women who receive this video from a man they are fond of respond? "Ah, finally he sees me?" The wife, the mother, the sister, the daughter - filled with gratitude that for a few seconds the contribution is acknowledged. And then, back to the drudgery because all those women in the video are doing the same damn thing with a lovely smile on their lips.

It is worse than insidious. Much worse than actually chaining this labourer to these Sisyphean tasks. This is deep conditioning to make the labourer love not just the laborious task, but the harsh task-master who sleeps in peace. And ours is not to question this world-order, is it?

So what is the core layer, the real message being spread by this video?

To men, you are doing things mostly right but just stop for a few seconds and forward this video to show that you are a human being. That's all we need from you, chaps!

To women, you are doing things mostly right. Yes, yes, we know those guys don't really get it. Forgive them, they are unable to or incapable of anything else. But see, a man sent you this video, right, so carry on with the good work. And don't forget to smile! Definitely don't expect appreciation - you are a woman and it is your birthright to be a drudge.

That's how you construct a stereotype in five simple layers.