The turbulent social conflict over what counts as good-enough mothering and the greedy institution of work leaves many women trapped in what Joan Williams called the gender system of domesticity. Like self-help books, advertisements can lead mothers toward a culturally sanctioned compromise. This article looks at the “cultural deals” being offered for mothers by toy catalogs. The author examined the marketing of more than 3,500 toys in 11 catalogs fromthe 2000-2001holiday season. She found that the catalogs presented toys as solutions (...) that would allow mothers to be good mothers without having to physically be there, even as the advertising copy evoked images of companionship and togetherness. Catalogs also emphasized skill building over fun, defined only certain skills as skills in the first place, and dismissed nurturing as feelings at best worth of expression and not of practice. The author argues that the toys promise to perpetuate for the children the same contradictions the catalogs purport to solve for their mothers. (shrink)

A profusion of jobs has arisen in contemporary capitalism involving ‘connective labor’, or the work of emotional recognition. Yet the expansion of this interpersonal work occurs at the same time as its systematization, as pressures of efficiency, measurement and automation reshape the work, generating a ‘colliding intensification’. Existing scholarship offers three different ways of understanding the role of emotions in connective labor – as tool, commodity or vulnerability – depending on their view of systematization as useful, inseparable or dehumanizing. Based (...) on 106 in-depth interviews and 300+ hours of observations, I found that vestiges of all three models lurked in the experience of providing connective labor, yet none fully captured the profound meaning practitioners reported finding in their work. Systems varied on three dimensions, reflecting the relative worth of worker, recipient or the work, extracting value from the forged connections, while the meanings workers derived shaped their perspective on its systematization. (shrink)