I have seen an influx in the media about the topic of father-daughter relationships. Here are two links to videos that I find incredibly problematic…

  1. Toyota Corolla 2013
  2. Daddies money

It almost seems unnecessary to discuss why these commercials are so problematic. However; someone somewhere has decided that these commercials 1. Are good enough to hire actors for and create 2. Are good enough to be aired on television

Young girls may see these commercials and think that this is what a relationship between a father and daughter is supposed to be like…the mainstream media is certainly saying so.  Girls will learn to act like the daughter in the Toyota Corolla commercial, quiet, coy, polite, and wearing a school girl outfit of course. What happens to “good girls”? Their fathers buy them new cars and send them to college…OR… their fathers buy those shoes that look like sneakers but are really high heels!

How do images like these affect girls in the long run? It is obvious that these media images are suggesting that the ideal family structure is hetero-normative and there is a father around to dish money out. Additionally, these media images suggest to young girls that their fathers are the financially stable parent whose job it is to provide for the family. According to statistics given by Liza Mundy in her book The Richer Sex, women are rising up the educational and economic ladders at an all-time high. So while women in recent years are turning out to be the breadwoman of the family, the media is continuing to suggest to young girls that this simply is not true. MEN are the ones who have the money and FEMALES must behave a certain way in order to get the things that they want…I think that this message may go beyond the father. It teaches girls to act this way around all males in order to get what they want…to perform femininity to a point that is cute and virginal, but truly manipulative, in order to get those stupid shoes that look like sneakers but make you taller and sexier…so that girls can get optimum attention from boys.

As we have seen in prior stages of feminism, there has always been a backlash against the progress of the women in the public and private spheres. Perhaps these videos are a part of the backlash pertaining to women’s economic development in the United States. Maybe this is an attempt to bring it back to the “good old days” when a woman depended on a man…first her daddy then her husband…

Therefore Never Fear…