Just when we think American Baby magazine is leaning toward doing something right by placing a dad on the cover of its June 2015 issue (no doubt a gratuitous Father’s Day nod), we turn inside to find an article trying to be humorous, and rather offends.
First of all, we know ABM is geared toward mothers, despite its name. The advertising and writing all fuel the bias that moms are the lead parent, and that dads don’t count. For a magazine to continue with a title name that truly suggests nothing otherwise (yes, both women and men have the ability to care for babies), this is wrong – but you have to remember this magazine’s mission as you proceed with this piece. After all, a quick flip through ABM’s pages indicate the heavily unbalanced photographic tally of 44 images of moms, compared to just 11 dads. It’s like this every month.
If language expresses intent, then what does that lopsided ratio suggest?
In case you still had some doubt in your mind, the article titled “What Kind of Dad Will He Be?” (available online here), should cement the fact that ABM disregards dads with nearly every step it takes. Again, we know the magazine and this particular story favors moms – of course, there’s a need for that in this world – but why not within this same issue or another one, have a similarly titled story written for dads asking “What Kind of Mom Will She Be?”
The flimsy bone that ABM offers dads on the cover is forcefully snatched away on page 3’s table of contents, after one quickly realizes that there’s not a single article in its so-called “Father’s Day issue” offering dads a way to better themselves as fathers, or why dads mean something to families, or how to plan for a fun Father’s Day, or even the social media loving “dad bod.”
We can even look past Sarah Schmelling’s humorous tone, which somehow finds a way to dig at men by using every possible sexist connotation imaginable. By comparison, do women really find it funny when men try to be comical and use the, “a woman’s place is in the kitchen” line?
Let’s forget all that for now, though, and look at two inconspicuous items of note:
- Check out the photo caption at the top of page 56 (pictured above). “He may not even need coaching to become your parenting team’s MVP!” Talk about incongruous writing – first AMB is acknowledging that dads are on the parenting team (and the possible MVP, no less!) – yet the rub is in the first six words: “He may not even need coaching”? That’s some seriously curious language, because mothers bear no more instinctive abilities to parent a child than fathers. One can argue whether being a parent is an instinct or an acquired skill, but one parent doesn’t possess the skill more than the other simply by way of gender. Although this website talks about a slightly different but related topic, here’s what one wise, hipster homemaker has to say about dads and babysitting.
- In the last section of the article under “MOSTLY C’S,” the author uses the phrase “Mr. Mom.” Don’t get us started on the use of that term (because we already have), but in short, would anyone dare call a working mother “Mrs. Dad”?
It’s hard to give the author kudos for the wonderful, cute ending, “Few things are more fun for a child…” when the previous sentence exhausts the last of several tired, unflattering stereotypes, suggesting that every dad must live “The Hangover” lifestyle every weekend.
C’mon dadmarketing, you might say, have a sense of humor.
It’s scarcely amusing when ABM pushes the dads-don’t-matter-to-us agenda every month, and it’s in a supposed Father’s Day issue. Imagine if, for example, there was a dad-related food story with a photo caption that offered, “She may not even need coaching to start cooking like your own mom!”
With stereotypes, there’s always someone who isn’t laughing.
Hopefully by the next time ABM releases next year’s Father’s Day issue, we’ll have a magazine that helps celebrate, appreciate and thank dads for all they do, rather than create an unnecessary divide on the parenting team.