Heineken Beer Dismantles the Traditional Family

A dozen people are smiling and holding Heineken beers. Text at the bottom of the image say, "Tradition doesn't always have to be traditional."

Caity Bell, a student in Prof. Ramey REL501 course, ponders the invention of tradition. This post originally appeared on the REL 501 Religious Studies & Social Theory: Foundations course blog.

 

The holiday season is fast upon us and with it a substantial rise in commercials meant to tug upon consumers’ heartstrings, to invoke that special sense of holiday cheer that drives us, no doubt, to purchase more products than we have year-round. If you don’t run from the room the second the commercials start rolling then perhaps you’ve seen Heineken’s most recent holiday-themed ad, wherein those traditional notions of the American nuclear family are torn away.

As you can see in the video above, while the camera pans around the room—with Dean Martin’s classic You’re Nobody ‘Til Somebody Loves You playing in the background—we’re exposed to what at first appears to be a holiday gathering composed of that classic family schema we’ve come to expect in American media. The father (as designated by small white text which briefly lights the screen) sits in a corner of the room, bottle of beer nearby (this is after all an advert for Heineken), while across from him sits the mother and sister, both pleasantly smiling at the camera as it glides across the large living room. Then, however, the camera shifts to a man cheerily painting, who’s designated to be the mom’s new boyfriend and from here we continue on our tour of the busy household with introductions to the boyfriend’s stepdaughter as well as various members of the dad’s “new” family (and a quirky moment when an apparent stranger is present, introduced as simply “and whoever that guy is”). The commercial ends with the image of this diverse family standing poised together before the fireplace while the words “tradition doesn’t always have to be traditional” flash across the screen.

Yet has tradition ever been traditional? In short, no. Tradition, rather than being some ancient, set in stone way of doing things, is more often than not a more recent invention, a way of authorizing one group’s set of ideals over another’s. A tool for providing a sense of social cohesion within a group, tradition serves as a means of binding present ideals and beliefs to some distant past as a way of validating their continued persistence. The word itself becomes invoked when something is at stake, a way of bringing value or necessity to some practice or ideal as being time-honored and revered when in fact it may not actually be so.

Take, for example, a 2014 Supreme Court case wherein the language of tradition was used by the defendants to win their trial. In the Town of Greece v. Galloway hearing, the town, brought to court on charges of violating First Amendment rights by beginning their council meetings with Christian prayer, was allowed to continue this practice on the grounds that, rather than being religious, the practice was a part of the town’s “tradition”. Thus, by rooting the practice in the town’s history, it was granted a semblance of authority and presented as a seemingly unbiased argument rather than a practice with some utility or underlying motive for an interested party. Have the town’s meetings always, in fact, began in this fashion? Perhaps, perhaps not, yet what is interesting to note, rather than debating the authenticity of this claim, is how the label of tradition comes into play as soon as the practice is contested.

The idea of the American nuclear family as well, with its image of one mother and one father together raising 2.5 kids, is not as traditional as we believe it to be, the idea largely popularized after the emergence and success of capitalism during the Industrial Revolution and only further cemented as the American ideal through popular television shows aired in the 1950s. Throughout our history families have held to many molds which don’t fit this traditional image—as long reaching and ever-present as it may seem. Even our beloved holiday traditions bear roots to a less distant past, as Christmas itself, with its festive trees and jolly ol’ Saint Nic, was banned for a time in the U.S. by Puritans who saw those traditions as having no place in a Christian nation. In fact many of the traditions now prominent in Christmas celebrations were not in practice until the late 19th century when they were merged into popular culture by the immigrants who brought them over.

So then, tradition doesn’t always have to be traditional? Well, it seems that tradition itself has never actually been “traditional.”  Thus the Heineken ad’s final line is absolutely right. Using the language of tradition to describe a family or a practice does not have to reflect some longstanding form; tradition has never been traditional.

 

Image credit: Still from video by HeinekenUSA (https://www.youtube.com/watch?v=5G15pfHZfNg

Is this “Rising” or even Equal?

Ana Schuber is a graduate student in our Religion in Culture MA program. This post was originally published on our Religious Studies & Social Theory: Foundations course blog.

So, here in the middle, actually right up on the final run toward the mid-term 2018 elections, it was amazing to see a political advertisement that turned the standard dialogue about women running for office on its head. Paid for by the Serve America PAC, a democratic effort, this ad features eight first time congressional female candidates running across the United States for elected office. You should watch it here:

I have a long and varied path from my early identification as a feminist in the 1960s to the present Pussy Hat wearing throng of women with political ambition or political desire. This ad was new.

Seeing the ad for the first time on Facebook, my old feminist heart leapt at the visual of these women, all having served America either through military service (Marines, Navy or Air Force) or governmental service (CIA). They spoke of their service in combat, as leaders, in high-powered jobs and their desire to continue to serve their country through political service.

First impressions being what they are and quite frankly after forty years of the old dialogue about the “little ladies” running for office, I was blown away and amazed at this political advertisement. I smiled and re-posted it to several feminist friends and colleagues and planned to show the ad to my undergraduate students in triumph of a new wave of possible women candidates who could win with such a message.

But then, the scholar in me woke up and shoved aside the feminist and I started wondering what I would say to my students. The language of this ad was different than any other “woman’s” political ad that I had ever seen. They were using the language that is usually associated with male power. They were talking about flying combat planes, leading men and women into battle, leading men and women on a huge ship, working in a male-dominated investigation unit. The linguistic images were those of men. Hold on a minute.  Feminists have been fighting the image of nature versus nurture for hundreds of years and endless reams of scholarship attempting to level the playing field for both men and women.  Scholars like Sherry B Ortner (see her article “Is Female to Male as Nature is to Culture”) associate women’s lack of social or cultural power to the fact that women are considered closer to nature due to their ability to give birth and nurture children. Men are typically identified with the power associated with the protection of weaker women and children through aggression and battle. This political ad was using what many would consider male language. Rather than considering women equal to men, was this not a usurpation of “male” language just to get females elected?

As women have been afforded secondary status historically, this ad leaves us with an incredible predicament because women are not unilaterally one thing across the globe and when it comes to the concept of power there are even more complexities. It seems that we have finally begun to un-separate the “duties” of men and women in culture and un-tangle the gendered language used to understand what power is acceptable within culture. More importantly, what does it say if these women win in the mid-term election of 2018? Do women have to usurp the heretofore language of male “power” in order to win? What does this say about a woman who occupies a “traditional” woman’s job in culture such as school teacher, non-profit worker or librarian? Is female “power” now only afforded to those women who have “made it” in traditional male jobs such as combat or the CIA? That seems to be the message of this political ad.

When all these ideas came rushing into my head, I was suddenly mad. Minutes before, I was ready to run out and vote and champion this moment and minutes later I was grumpy and back to my typical “HOW LONG WILL IT TAKE?” mood. In the long run, what happens if women win using what is considered male language, and what are the consequences?

Digital Religious Studies

Photo of old computer punch cards

If you’ve followed our Department then you might know about our new MA, which started this Fall. While it’s focused on helping students develop their social theory skills, it also has a focus on the digital skills that have become increasingly relevant in scholarship — whether to communicate with wider audiences, via a variety of online projects (what might be called the public humanities), or to enhance the traditional research that we do.

That’s why every incoming group of grad students takes two required Fall classes, one on social theory and the other on digital tools. Continue reading

Too Hard, Too Soft, Just Right

courtdecisionI’ve seen some comments on social media about this recent court decision — click the image to read about it. (If you don’t know much about Pastafarianism then go here.) As a scholar of religion interested not so much in studying religion but, rather, in studying those who use the term to accomplish practical social work (by classifying this or that as religion [or not!]), I admit that I can be a little disappointed when I see other scholars of religion chime in about such decisions. For by failing to see the term “religion” as a rhetorical device, as a tool some people use to manage social life by naming,  distinguishing, and then ranking assorted items, scholars often unwittingly enter into debates over what religion really is (or isn’t).

And, in the process, they make themselves data for people like me. Continue reading

“I Can’t Believe It”

whattha

Sometimes ordinary language tells us far more about social life than we at first realize.

For example, take two common phrases:

“I can’t believe it”

and

“Let it sink in…”

What’s going on when we say that? Or, better put, when do we say that? And what does it tell us about the word “belief” — a word we usually use as if it names some pristine interior realm that’s only secondarily projected out and expressed in public. Continue reading

Self, Society, & Religion

rel237fall2015Prof. McCutcheon’s Fall 2015 REL 237 will introduce and explore the application of social theory in the study of religion by reading and then applying the work of Prof. Bruce Lincoln, at the University of Chicago (and REL’s onetime Aronov Lecturer), to a specific episode of what we will come to term “affinity and estrangement” as represented in Dennis Covington’s well-known book, Salvation on Sand Mountain.

The class is limited to 30 students.

REL Announces a New Hire

Picture 10The Department of Religious Studies is very pleased to announce that it has now finalized another new hire: Vaia Touna, who works on ancient and modern Greek identity, as examples of wider issues in identity studies, will begin as a tenure-track Assistant Professor, in August 2015.

Vaia is currently completing her dissertation in the academic study of religion at the University of Alberta, entitled “The Politics of ‘Greek Identity’: Discourses on the Religious Self and Tradition”; she has also earned degrees in the study of religion at Aristotle University in Thessaloniki, Greece. She assisted with REL’s past study abroad courses in Greece, worked in the Department for a semester in 2010 (as part of the College of Arts & Sciences’ Greece Initiative),and will bring to REL a wealth of new language and primary source expertise, focused on the ancient Greek/Hellenistic period.

Complementing the research emphases of other REL faculty, she will offer courses that use social theory to situate the ancient data as examples of wider processes also taking place in a variety of other cultural and historical settings.

With this new hire the Department’s full-time tenure-track and tenured faculty will now number 9 — twice as large as the Department was in 2001 and the largest it has been since its founding in the mid- to late-1960s.

All Work and No Play…

livetweetsfromthelounge2We’re experimenting with a new feature in our Department this year: Live Tweets form the Lounge. For we’re now on Twitter, and it occurred to us that periodically inviting a different faculty member to just hang out in our Department lounge for an hour and tweet about what’s going on, what they’re teaching this semester, or what they’re working on in their own research might be a way to engage students or any other Twitter followers. It’s fun, sure, but it’s surprisingly informative; we’ve done two of these so far (some tweets from our most recent are below) and, if they’re any measure, it seems to be a real success — if you’re measuring success by a variety of people on a large campus feeling involved in the life of the Department and learning about/communicating with each other. (Search #loungetweets on Twitter to see more.)

loungetweets Continue reading