I like chocolate just as much as the next person, but I dislike the heteronormative customs our culture likes to push on everyone. Valentine’s Day or Consumerist Heteropatriarchal Bullshit, as my boss Corey likes to say, tends to promote either being in love in a heterosexual relationship or single and secretly wanting a relationship. My question to the corporations telling us that we need to be in love, seeking love, or aware of our singleness is this: Why?
Don’t tell me what I need to be doing either with or for my significant other on one particular day of the year. Don’t tell me that in order for a couple to prove they love each other they have to buy into materialistic, heteronormative, patriarchal garbage. I’m not even sure Valentine’s Day (CHB) is really about love or being good to your partner, but rather, how much money can one spend to “prove” their love. I didn’t realize materialism was the source of love in a relationship… In the average functioning relationship, one would think appreciating your significant other daily would be normal. But what do I know?
The heterosexual couple focus really kills the whole idea of inclusivity for Valentine’s Day (CHB). Of course, when an occasion becomes so commercialized, advertisements surrounding the occasion are directed at the “norm.” Most commercials about jewelry, dates, and whatever else society tells us is important to do on Valentine’s Day (CHB) target the heteronormative audience. Claps to Lush and Hallmark who have same-gender loving advertisements. Although the consumerist piece remains, at least these corporations tried to break the heteronormative standards.
One would think that because the ultimate goal for commercialized occasions, companies would go out of their way to generate the most business they can. Therefore, producing advertisements that capture a larger audience would be the most productive thing companies could do. Yet, they don’t. Dear companies focused on heterosexual couples, do better.
Ultimately, Valentine’s Day (CHB) proves we may need to do some reflecting as a society. Why are we allowing corporations tell us what love should be and how to tell our significant others we love them? Why do we not question the picture of love corporations show that exclude people? Why is it unacceptable to want chocolate as a gift any day?