Brands, Signifiers, & Single Mothers

While at first none of these things appear to be related, they are more closely linked than one might think. Both “brand” and “single mother” are signifiers themselves. In the case of each there are multiple aspects that go into the definition or meaning of the words. Of course, there is no single signified that corresponds directly to either of these phrases; instead, we get connotations, multiple meanings, and differing opinions depending on any given context.

Originally, many people seem to associate brand names with a “high-quality” product, an expensive good, etc. However, Naomi Klein encourages her readers to question this original perception of the brand as it leeks into previously safe spaces such as schools. It seems, then, that there are no longer any spaces where we can hide from advertising. Maybe eventually the only way to avoid it is to close our eyes, plug our ears, and so forth. Yet, as I spoke of in my earlier blog, can we really blame all the large companies? Well certainly yes a portion of the blame rests on their shoulders—but doesn’t some of the blame also fall on us consumers for letting things go this far? Klein addresses this issue in her book a bit when she refers to teachers and community members of schools. It is true that each person has a busy life and may not realize what is going on until it is too late. But then isn’t it our job to become informed of such things so that they will not slip past us? The brand has began to signify much more than it originally intended, and is so completely ingrained in our culture that many don’t give it a second thought. For example: have you ever asked someone to pass you a Kleenex? A “Kleenex” is not an object. Kleenex is a brand—yet the concept of it has become embedded with the name. Therefore we have come to equate the signifier (a brand) with it’s signified (the object).

Likewise, the signifier “single mother” has also come to be equated with its signified as being intrinsically related. In her novel, Juffer indirectly addresses stereotypes of single mothers and attempts to demystify the common portrayal of the single mother. Many people associate the phrase (single mother) with certain connotations and meanings that in the end seem to be no more than simple stereotypes. However, as Juffer clearly points out, there are many arguments as to what exactly constitutes being a single mother. It is one thing to begin to presuppose the signifier of an object onto the object—but what about when the signified is not an object but a person? One could not possibly fully describe the complexity of people in one sitting. So how can we say that a person is equated with a single signifier or signified?

These assumptions lead to stereotypes as well as more assumptions. The only way to avoid such things then seems to be education. We must constantly be learning of the world around us and do our best to prevent such stereotypes and presumptions. We must never forget that nothing has intrinsic meaning—in fact, we are the ones who give meaning in the first place.