Heineken Beer Dismantles the Traditional Family

family in heineken commercial with caption "Tradition doesn't always have to be traditional"

by Caity Bell

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

Well Scientifically… Traditions are an Idiot Thing

by Matthew McCullough

So, are traditions really an “idiot thing,” as Rick declares? Not quite. As we’ve seen in the clip above, tradition, appearing in various forms, is a device that’s used when something is at stake. There is no real tradition of science projects being done by fathers and sons. Projects are just as likely to be completed individually, with one’s mother, with a group, etc. What is important to note is that Jerry uses the language of tradition here because something is at stake. Jerry is insecure not only about his intelligence but about his relationship with his son Morty. He feels his father-in-law Rick overshadows him in terms of influence on and respect from his son, and Jerry worries that this science project is just another occasion when he will be subordinated to Rick. Rather than having to state this incredibly uncomfortable reality, Jerry instead uses the language of tradition as a basis to argue for what he wants. This turn shifts the issue from violation of his ego to the violation of a tradition, a longstanding practice that therefore merits repeating. Continue reading “Well Scientifically… Traditions are an Idiot Thing”

On Modern Retellings

By Savannah Finver

Photo of Lin Manuel Miranda in musical Hamilton

Given the explosive popularity of Lin-Manuel Miranda’s Broadway hit Hamilton, it appears that the United States has recently been preoccupied with questions regarding the history of its citizens of African heritage and the slave trade which brought so many of them to American soil. One of my favorite songs on the Hamilton soundtrack is “Cabinet Battle #1”in which Alexander Hamilton and Thomas Jefferson go head-to-head over states’ rights. During his portion of the rap battle, Hamilton mocks Jefferson by repeating one of his earlier lines: “’We plant seeds in the south. We create.’ Yeah, keep ranting. We know who’s really doing the planting.” Continue reading “On Modern Retellings”

Selective Storytelling

By Savannah Finver

“Hey, how was your weekend?”

It’s a question we hear all the time, one which we don’t put much thought into. After all, we spend a good portion of our lives telling stories. Storytelling, however, is a social tool we use to exchange information, and like any skill, it needs to be taught to us if we want to be able to use it effectively. What often goes unexplored, however, is that how we narrate our stories depends upon who is asking us about our weekend in the first place and why. And telling the stories of history is no different. Continue reading “Selective Storytelling”

Disconnecting Truth from Free Speech

Image of cylinder with shadows of square and circle, illustrating perception does not equal truth

By Ana Schuber

Harry Potter, or in human form Daniel Radcliff, is currently acting in an off-Broadway play titled The Lifespan of a Fact.  Timely and satirical, the play posits a contemporary political pastime of major and minor news agencies across the world:  fact-checking truth.  Perhaps the more important question one might ask today is:  is there truth out there to be found by all these fact checkers?   For Radcliff, there are no magic wands, no all-knowing Hermione Grangers and no easy answer to this question as he portrays the dedicated fact checker. Tim Teemen in his review of this play for the Daily Beast explains that the play is about “what counts as fact and the perception of fact in what we read and visually and aurally consume every day.” Continue reading “Disconnecting Truth from Free Speech”

Is this “Rising” or even Equal?

By Ana Schuber

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. Continue reading “Is this “Rising” or even Equal?”

Social Theory Everywhere

If you have ever had a friend point out an error or plot hole in a movie that you had never noticed despite watching it many times, you understand how you can never watch that movie again without seeing the now obvious issue. That is how social theory works within our REL 501 Social Theory Foundations course. We discuss a range of theories and theorists and employ them to look at society in new ways. As we develop our own set of theories, we see examples around us that we had never noticed before, examples of theory that we can’t avoid seeing now. These theories provide new ways to engage and analyze material all around us and give us new understandings of ways that society functions, insights that enable us to both produce new research and discover different ways of operating within various social environments. Continue reading “Social Theory Everywhere”