I’ve grown up watching my father do all the household chores. To many, this may be the ‘bare minimum,’ as it rightly is. However, patriarchy is so deep-rooted in Indian culture that such behavior is considered abnormal. Family members visiting our home would become physically uncomfortable watching my father cook, wash dishes, clean, and do the laundry, because that wasn’t ‘his job.’ In Indian society, men partaking in domestic chores is an alien concept.
This gender stereotype was challenged by an award-winning #ShareTheLoad initiative by an Indian laundry detergent company, Ariel, in 2015. The company launched this campaign through impactful advertisements, spotlighting the everyday, normalized gender inequality experienced in Indian households. They aimed to create “happier households where men and women Share The Load equally.”
In the advertisement, we see how a young child observes the polar opposite realities experienced by her parents. The daughter notices how her mother is never asleep next to her at night and is up late doing household chores. In the morning, her mother wakes up unrested, hastily tossing breakfast for her family. She returns home after a long day of work only to face the endless to-do list on her phone. Yet, her mother never lets her professional commitments come in the way of looking after her family. She’s seen tucking her daughter into bed, reading to her, and preparing materials for the next school day.
In contrast, the daughter watches her dad get a good night’s sleep. He enjoys a relaxed morning, spending quality time with his daughter before heading to work. He seems carefree and unburdened. He is also oblivious to the amount of work his wife completes ‘behind the scenes’ at night to provide him with a comfortable lifestyle.
We can see the woman working- what Marxist feminist sociologists call- the triple shift. This refers to the idea that women in capitalist societies are expected to do paid and unpaid work and cater to their families’ emotional needs. Women are expected to juggle professional and familial responsibilities mechanically. Hence, the rise in the percentage of women employment in India is progressive only at face value. The reality is that there has been no change in the social expectations put on women. Women must work, be the best wives and mothers and conform to all social norms. Multi-tasking is glorified and regarded as a skill that ‘successful’ women have, prompting others to achieve this unrealistic standard.
In the advertisement, the daughter is the change initiator. When she notices her overworked mother, she wakes her father up and ushers him to the laundry room. The girl symbolizes the literal wake-up call that Ariel wanted to give India. The father is shocked to find his wife, completely exhausted, dozing off near the laundry machine in the middle of the night. He realizes how his lack of contribution affects his wife and makes an immediate change by taking over the laundry. The advertisement ends with a display of empirical evidence to support its argument. It draws a connection between the unequal division of household chores and women’s health, stating that 71% of women sleep less than men.
Apart from highlighting the unequal distribution of domestic work between men and women, the advertisement also emphasizes how children unconsciously pick up gender norms and roles. Children internalize gendered behaviors, roles, and activities by watching their parents. This advertisement was applauded for its ability to convey a meaningful message in a minimalistic way. It illustrated a scene that most Indians were familiar with and could relate to. It showed the Indian population that making a change doesn’t always entail grand gestures. One can change the status quo by something as simple as sharing the laundry with their partner.
However, the advertisement is far from perfect. In my opinion, the ads create a one-step forward, two-step back situation. The campaign fails to address the issue’s root- that household chores are not a woman’s job. The phrase ‘ShareTheLoad’ implies that household work is a woman’s job or ‘load’ to begin with and that men should ‘help’ them by ‘sharing’ the burden. It encourages the depiction of men as saviors who go out of their way to help the women in their families. Household work continues to be portrayed as a gender-specific role. The idea that domestic work is a life skill everyone should have regardless of gender is not translated through the screen.
Moreover, the campaign is very heteronormative. It does not do an excellent job of representing queer individuals and families. While the ad does a great job of exposing the inequalities faced by women in households, it continues to reinforce the idea that families can only consist of heterosexual couples. 2018 was a monumental year for LGBTQ+ rights in India. Article 377 of the Indian Penal code (which criminalized any form of queer sex) was struck down and deemed unconstitutional. However, removing the law did not manage to remove the social stigma around the LGBTQ community in India. The fear of representing queer relationships in mainstream media remains evident through the continuous display of heteronormativity.
Nevertheless, the campaign marked a significant first step towards encouraging companies to use their mainstream platforms to advocate for gender equality. I hope to see a more mainstream representation of the Queer community in India in the future!
This is a fascinating campaign to choose to do a media analysis on! You did a great job summarizing the video, and I also really liked how you brought up the Marxist feminist “triple-shift” idea. I’d never heard of that before. I also grew up in a household where my father did household chores, but late at night, I would hear my mother arguing with my father that since she did all the meal planning, shopping, and helping with my homework he wasn’t helping enough. This issue is clearly prevalent around the world. The number in that statistic shocked me at first with how high it was, but then I realized it made sense. I also agree with your critique at the end. From watching the video, we don’t know if the husband helped only that night or from then on. I am curious to see what you might suggest to improve it. Perhaps the plot line might have included a father who “shares” the workload with his wife and then teaches his sons to do the same with their mother? Maybe we see their wives or partners later appreciating this behavior to give people a visual incentive to do this?