Sucharita Sarkar
Associate Professor, D.T.S.S. College of Commerce, Mumbai, India.
Email: sarkarsucharita@gmail.com
Volume 12, Number 5, 2020 I Full Text PDF
DOI: 10.21659/rupkatha.v12n5.rioc1s26n6
Abstract
Situated in the context of the coronavirus pandemic, this paper begins by looking at the recent advertisement by Amul praising mothers who are ‘working from home’ and ‘working for home’ during the lockdown, with an accompanying cartoon visualizing the iconic Amul girl sitting beside her mother who is working on her laptop while keeping an eye on her daughter; in a juxtaposed cartoon, the mother is cooking in the kitchen while simultaneously scrolling through her smartphone. Amongst my groups of women friends, the advertisement elicited strong and contradictory responses: ranging from approval of the appreciation for maternal work to disapproval at the missing father. In order to critique this advertisement, I would use the lens of Motherhood Studies, an emerging area of scholarship that is inherently interdisciplinary. Reading the advertisement as a cultural text, I will attempt to locate the maternal stereotypes embedded in it: the merging of the stay-at-home mother and the working-mother into the ideal neoliberal mother-worker, the supermom who effortlessly balances work and home, even in extraordinary times like the pandemic and lockdown. These entangled maternal stereotypes have been reified in popular consciousness through mythic, religious, literary and filmic artefacts. A cross-disciplinary tracing of the stereotypes will reveal the motherhood constructs and the cultural expectations that mothers encounter, and also attempt to explain why and how these constructs and expectations operate. The paper will look at the possibilities of resistance to these stereotypes, germinating in feminist, or posthuman, or matricentric approaches to motherhood. I will use the critical distinction between motherhood-as-ideology and mothering-as-agency to understand maternal resistances, some of which may be located in the responses to the Amul advertisement. The paper will conclude by assessing the emergence of Motherhood Studies as a legitimate field of interdisciplinary humanities and/or social sciences.
Keywords: cultural studies; Indian mothers; interdisciplinary; matricentric feminism; motherhood studies