Beyond the Cheer: GLO's Intersectional Blind Spot

 

Viewing the "Feliz Navidad GLO" ad through bell hooks’s intersectional lens doesn't just reveal a festive scene; it exposes a far more complex and problematic narrative, almost like peeling back layers of an onion. It shows how the ad, perhaps unintentionally, reinforces interlocking systems of oppression rooted in race, class, and gender, which ultimately perpetuates a limited and ultimately exclusionary vision of what beauty, success, and even happiness looks like.

One of the most immediate issues is that the ad seems to confine "womanhood" to a very narrow box. When you look at the women presented, they largely conform to what mainstream media often portrays as "ideal", they're slim, conventionally attractive by Western standards, and tend to have lighter skin tones. This isn't just a random observation; it sends a message, even if subconsciously, that only certain types of women are valued and worthy of celebration. This instantly marginalizes women of color who might not fit this narrow mold, women with diverse body types that challenge these rigid ideals, and basically anyone who deviates from these conventional beauty norms. This exclusivity, sadly, is a key ingredient in reinforcing the very systems of oppression hooks fought against.

It's not just about who's in the picture, it's also about what the picture says. The ad leans heavily into a consumerist ideal, almost whispering that happiness and fulfillment can be bought, specifically, by purchasing the GLO device and embracing a glamorous, over-the-top festive lifestyle. This is where bell hooks’s concerns about capitalist ideology come into play. The ad prioritizes consumption above everything else, subtly pushing aside values like community, social justice, genuine human connection, or even simply appreciating what you already have. It subtly suggests that if you just buy this product, you too can unlock this idealized version of joy and celebration, which is a problematic simplification of human experience, to say the least, and a way of reinforcing the capitalist machine

Adding to this already thorny situation, there's a subtle but undeniable undercurrent of traditional gender roles at play. Take a closer look, and you might notice that the women often seem to be primarily "in service" of the men in the ad. This isn't necessarily a blatant act of oppression, but it subtly reinforces a patriarchal view, almost as if the women's happiness and satisfaction are mainly centered around creating the "perfect" Christmas atmosphere for the men. It's that old, tired "happy wife, happy life" mentality bubbling beneath the surface, hinting that a woman's worth is tied to her ability to cater to male needs and desires.

 

What makes this portrayal even more difficult to stomach is the way the ad glosses over the very real struggles and challenges that many individuals and communities face, especially during the holiday season. Instead, we're presented with a sanitized and idealized version of Christmas, completely ignoring crucial issues like poverty, rampant inequality, and social injustice. This isn't just a harmless oversight; it perpetuates a false narrative, one that reinforces the privilege of those who can easily afford to participate in this consumerist fantasy, while simultaneously overlooking the difficult experiences of countless others who are marginalized and actively excluded from this "celebration." Think about those who are struggling to put food on the table, those battling chronic illnesses, or those simply feeling alone and isolated during the holidays,their stories are nowhere to be seen

Finally, the ad's lack of genuine authenticity and its general failure to engage with any relevant social issues further underscore its problematic nature. Instead of acknowledging the complex realities of race, class, and gender, realities that directly impact people's lives, it opts for a shallow and superficial portrayal of festive cheer. By ignoring these crucial conversations, the ad sadly reinforces the notion that these issues are either unimportant or simply irrelevant, which perpetuates a system of oppression that effectively silences marginalized voices and completely ignores their lived experiences. In an era where consumers are increasingly expecting brands to take a stand on social issues and be more than just profit-driven entities, the ad's silence is deafening and deeply disappointing. This ultimately allows hooks’s powerful point to come to light: the unsettling notion of subtle women's objectification and the problematic reinforcing of a long-outdated patriarchal view.

So, from bell hooks's insightful perspective, the "Feliz Navidad GLO" ad is far from a simple, feel-good celebration of Christmas. Instead, it's a somewhat troubling example of how media can unknowingly reinforce interlocking systems of oppression based on factors like race, class, and gender. It perpetuates a limited, ultimately exclusionary vision of what constitutes beauty, success, and genuine happiness, and it sadly fails to engage in any meaningful way with the complex, often difficult realities of a diverse and socially conscious world. In short, it's a far cry from showcasing a progressive, feminist point of view; instead, it subtly clings to outdated views about who gets to be seen, heard, and celebrated.