Last week, vlogger Sarah Haskins examined a ticking time bomb myth pertaining specifically to women: the myth of never being safe from an attacker. She looks at this in the way it is made into a marketable product which women feel compelled to buy protection from, lest they therefore allow themselves and their "young, innocent-looking daughter" to be assaulted by the ever-lurking intruder:
Hulu - infoMania: Broadview Security
Source: www.hulu.com
Video description: Dear Women: You are never safe. Seriously. We mean it. Hugs n' kisses, Broadview Security
Unfortunately, I can't post the video clip here--you'll just have to click it yourself. Anyway, let's talk about the norms the clip illuminates and the claimsmaking the commercial relies on. First norm--strangers are dangerous, and if you are a woman alone, they're up to only one thing--planning to assault you. Women are in constant danger of becoming victims of violence--or who knows what else! This leads us to norm number two--women need to be protected, and not just at any cost--at their own personal expense of $99 a month. The commercial presents spending the $99 for the alarm system as totally necessary, part of being a normal, responsible woman and/or mother. To not "ensure" the protection of yourself and/or your family would be reprehensible, deviant. Norm number three (which I almost referred to as my least favorite, but decided I am pretty disgusted with all of them) is that of heterosexuality as the returner of order. Haskins makes the Broadview phone call hilarious by pointing out its absurdity, but the message is clear in the commercial--the alarm frightens the burglar/intruder/potential rapist/etc. off, but peace and quiet is only restored when the "Broadview hunk" comes into the picture.
Claimsmaking--this scenario is only possible because of the "Stranger Danger" made present in our cultural imagination
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