Consuming children and making mothers: birthday parties, gifts and the pursuit of sameness

Abstract

Children's birthday parties, and related consumption, form an integral part of the social process of mothering in contemporary consumer culture. From the choosing of the 'right' present to the arrangement of the 'appropriate' party theme, an enormous pressure is exerted upon mothers to maintain social equilibrium through the circulation of their children and gifts amongst and across households. Ethnographic research in Britain suggests that the economic growth of children's party provision and services is coupled with a popular discourse that laments the loss of 'authentic' kinship-based birthday parties and home-made provisioning. In contrast to this spoken discourse, this article reveals how women in fact avidly embrace market goods and services; as a means of generating a culture of sameness that avoids the risks (to the motherhood as a collective, localised phenomenon) of exceptional or overtly accomplished mothering. Commercialised, mass produced goods and birthday services are used as a means of limiting expressive gift relations and hospitality. In this sense, the search for sameness, through the cultural practice of making children's parties, is at once liberating and potentially oppressive in its strive for the normative and its inadvertent exclusion of 'other' care-givers. Furthermore, children and their related material culture are consumed, through the birthday party circuit, as a means of generating specific types of mothering.<br>Festas de aniversário infantil, e o consumo ligado a elas, formam uma parte integral do processo social da criação dos filhos na cultura de consumo contemporânea. Da escolha do presente "certo" à preparação do tema "apropriado" para a festa, uma grande pressão é exercida sobre as mães para manter um equilíbrio através da circulação de suas crianças e seus presentes entre e além das famílias. Uma pesquisa etnográfica na Grã-Bretanha sugere que o crescimento econômico dos preparativos e serviços para festas infantis está ligado a um discurso popular que lamenta a perda da festa de aniversário "autêntica", baseada na relação familiar e nos preparativos feitos em casa. Em contraste a este discurso falado, este artigo revela como as mulheres, na verdade, adotam com avidez produtos e serviços do mercado, como uma forma de gerar uma cultura da mesmice que evita os riscos (à maternidade, como um fenômeno coletivo e localizado) de uma criação dos filhos incomum ou declaradamente realizada. Os produtos e serviços para aniversários comercializados e produzidos em massa são usados como um meio de limitar as relações expressivas de presentes e hospitalidade. Neste sentido, a busca pela mesmice, através da prática cultural de fazer festas infantis, é ao mesmo tempo libertadora e potencialmente opressiva em seu esforço pela exclusão normativa e inadvertida de "outros" cuidadores. Além disso, as crianças, e a cultura material relacionada a elas, são consumidas através do circuito de festas de aniversário, como um meio de gerar tipos específicos de criação dos filhos

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