When it was my sister, Katja's birthday in January, I racked my brains to think about what I could give her. I didn't want to buy her something useless, but I didn't have too much time to make her anything, either. At the time, I had been working with my students to get them to think about how consumer culture gives us many of the gender scripts (and race, class and sexuality scripts, too) that we take up. So I decided I would look for advertisements from women`s magazines from the 1970s, when my sister was in her teens and twenty something (this term, however, wasn't invented until 1990), so we could think about what were some of the media texts that influenced us to shape our identities as young women.
These were the years when we were learning to be young Canadian women, that is, not our mother. Our mother couldn't help us with this. We were on our own. As a working-class, non-English speaking Finnish immigrant woman, she was not like our "Canadian" friends' mothers; she was not like our female teachers; she was not like the women we saw in our school books, on tv, in films, in catalogues, or in magazines. She was not what we wanted to be. We wanted to fit in.
As I needed to refresh myself on exactly what was in style what year, I did a bit of research on the net to find out who were the popular singers we listened to, what songs were our favourites, what movies and tv shows we watched, and what were the things we coveted to buy in the 1970s. Then I thought I`ll go look for some old magazines, look through them for advertisements targeting young women that I remember looking at, cut them out, and paste the advertisements in a scrapbook for my sister, along with bits and pieces of the media culture that was popular.
Later that day, as I walked down the hill to the downtown Bank of Montreal (BMO) to deposit a cheque for my daughter, I wondered to myself: where am I going to find some old women's magazines from the 70s now? I needed to have the scrapbook ready for the next night, so I chastised myself for once again leaving things until the last minute. By lucky chance (ain`t this often the case?), wasn't there a bookcase of second hand books and magazines at the BMO, with women's magazines from the 70s.
So, I collected about 5, left about $4, stuffed them in my bag, and left, not believing my good luck.
Later that evening, I set to work to cut out ads. I could not believe how many I remembered. The pile grew. One of the ads I cut out from a 1976 women's magazine was the same as this one:
I found this image from a 1977 magazine on ebay. Someone is selling this ad for $5.99 US. I guess if I have some time on my hands I can sell some of the ads I found in those old magazines and recoup my $4 and more!!
I gave my sister the scrapbook I made her at our RedShoes writing group meeting. The 1976 ad for the Master Charge card (it was renamed 'Mastercard' in 1979) was, as we looked at it closely and thought about it, one of the early campaigns to get women to use credit cards. We all used cash in those days. This particular ad uses the language of feminist empowerment to sell bondage to consumerism. As if buying things on credit will free you, give you status.
Well, 36 years later, Canadians are drowning in consumer card debt:
"In 2010, the average household's consumer debt reached $36,350, an increase of of 87.9% over the last 20 years."
It seems the ads have been highly successful.
At our writing group, we thought we would take back that clout from consumerism and re-feminist it. We decided to write for five minutes with the prompt:
I CARRY CLOUT
Here's what I wrote:
I carry clout
in my Finnish face
in my blue eyes
that my Aunt Anja
stares back from
I carry clout
in my wide feet
that walk and run
and stomp and stand
tall in mountain pose.
I carry clout
in my loud voice
sharp and shrill
that cuts the air
and carries up to the third floor
to call my son downstairs.
I carry clout.
I pack a punch.
I carry clout
in a classroom
because I get to say
to a roomful of young minds
that we need to think about race and class
gender and sexuality
about power relations
about who is privileged
and who is disadvantaged
and why is that
and why we should care.
I carry clout
in my family
I carry clout
in my community
I even scolded
the new old mayor
In a Letter to the Editor
and told him that
he is an old-fashioned moralizer
who wants to use methods that never
worked in the past
for complex problems
of continuing colonization today.
I carry clout
like an old woman
who won’t shut up
who knows some stories
and isn’t afraid to tell them.
I carry clout.