Summary: In this new ad dubbed "World's Toughest Job," Cardstore pleads its case for why people need to celebrate their mothers. The video appears to be a series of excerpts from online job interviews aiming to fill a Director of Operations position. The job would have unlimited hours and no breaks. Ideally, applicants should have degrees in medicine, finance, and the culinary arts, and be willing to eat lunch only after the associate has eaten. And the position will pay absolutely nothing. At the end, the interviewer divulges that in fact billions of people already hold the position. They are called mothers. If online commentary is any gauge, the video has succeeded in tapping into many viewers' sepia toned memories of their own mothers, which makes it an excellent springboard for launching into a discussion about whether Cardstore's appraisal of mothers is simply based on nostalgia or empirical research. Drawing from the American Time Use data, the reality is that mothers spent about 18 hours each week doing unpaid housework, compared to fathers, who only devoted about 10 hours. On average, mothers devote about 14 hours each week to child care, whereas fathers only devote seven hours. Sociologist Suzanne Bianchi found that despite a steady increase in mothers' labor force participation since the 1960s, they are spending approximately the same amount of time with their children. To accomplish this feat, working mothers have had to adjust their work hours, they have had to do less housework, devote less time to leisure, and rather tragically, they have had to sacrifice sleep. If not the world's toughest job, it would be hard to argue that the job of mothering is not at least one of the toughest. Still it is important to note that while the celebration of mothers in these viral ads may be heartwarming for some, the ads also work to shore up rather narrow and limiting expectations of how women with children should act, which is a topic The Sociological Cinema has explored elsewhere (here and here).
Submitted By: Lester Andrist