Cute Can Piss You Off: How Cuteness is Subversive

Several weeks ago, [Boing Boing has a post] featuring [this photo] of a pair of felt plushies meant to represent the World Trade Center on the day of the 9-11 attacks. Anthropomorphized with faces and arms, the Twin Towers express shock and disgust as they are hit with miniature airplanes, holding each other's hands as they are doomed to collapse. I very much liked these crafts, thinking they displayed a child's interpretation of 9-11, that sense of hopelessness, confusion and empathy that was swept under in favor of jingoist patriotic horn-blowing shortly after the attacks. Created by an adult, the plushies are a reminder that, No, we grown-ups don't have all the answers, and sometimes we can be just as scared as kids.

In the comments on the post, I saw a different reaction: "Nothing that happened on 9/11 was cute."; "I find this couple's work infantile at best, and entirely lacking in profunditiy."; "They are basically saying the suffering involved is trivial and stupid." Though attraction to cuteness is programmed into our brains as a survival mechanism, ensuring that younger members of the species receive protection and care, there is still a strong, negative reaction against cuteness, especially when cuteness treads where it dare not.

Of course this reaction will be stronger towards "sacred" topics - religion, politics, horrific events - but I've seen it directed towards Apple computers, cute mascots, and even children's toys.

It's a little odd that cuteness would incite such a reaction. By its nature, cuteness is weak and non-confrontational, but why does it inspire such vitriol? In Western culture, cuteness occupies a very specific space: that of children. (Cuteness in Japanese culture is a topic for another post.) Cuteness is simple, ignorant and easy to control. Complexity is seen as a sign of maturity: a child starts out doing simply finger paintings of blobs, but graduates to still lives and portraits.

Incorporating cuteness and "childish" assets into the domain of adults creates an uncomfortable juxtaposition- the 30-year old who collects action figures and comic books as a developmentally-stilted basement dweller. Embracing cuteness beyond childhood is seen as a step back to helplessness and naivete, a sign that one can not handle the complexities of the "adult" world. Only recently have the virtues of "childishness" been considered important in adulthood: companies encouraging playfulness to improve creativity and productivity, for example

Taking a sunny view point in a world of tragedy and pain is viewed as suspicious. Cuteness is happiness. Happiness can be threatening to the status quo. Cuteness is a sign of not taking things too seriously, or lacking the understanding to realize the severity of certain topics (a common sentiment in the comments on the Boing Boing post). Cuteness is an attack on the message, "Don't be weak; be suspicious; only care about yourself."

2008 Year in Cute Review

2008 was a year of contrast: the victories at the Beijing Olympics, and the devastation of record job loss; the elation of a historic presidential election, and the disappointment of Prop's 8 passage. Combine that with the continuing war in Iraq, growing violence in the Middle East, and a looming recession, and 2008 was a year in desperate need of some cuteness.

Thankfully, it delivered cute on many fronts, such as politics, technology and culture. Here an overview of the Cutest Things of 2008.




Automobiles
Smart Cars were seen zipping around American cities in increasing numbers this year. Designed for squeezing into tight parking spots, Smart Cars were a popular choice for traveling to business meetings or doing errands around town, without the hassle of maneuvering a larger vehicle through the urban jungle. With its affordable price, good gas milage and easy customization, the Smart Car's popularity looks only to grow in the coming year.




Technology
Apple released the latest generation of its iPod Nano, slimming the MP3 player and painting it in a variety of candy colors.




Sports
For all the controversies at the Beijing Olympics, there was one thing that could be agreed upon- these games had perhaps the cutest Olympic mascots ever devised. Though blamed for a [series of disasters] that rocked China prior to the Olympics, the mascots proved to be marketing juggernauts, appealing to people all over the world. Time will tell if the equally adorable [2010 Vancouver mascots] prove to be just as popular.




Medicine
Taiwan recently opened a [Hello Kitty-themed maternity hospital], featuring bedsheets, hospital scrubs and birth certificates with the Japanese mascot's iconic face.




Internet Culture
Cats are always a popular form of online entertainment. In 2007 it was grammatically-challenged [cat macros] and [kittens playing in tissue boxes]. In 2008, overweight felines diving into empty boxes were all the rage, the most famous being in Japan, where Maru the cat has a penchant throwing himself [face-first] into drink boxes.

Of course, cats did not steal all of the online cuteness this year. The [Shiba Inu puppy cam] become an internet sensation, chronically the day-to-day sleeping, eating and playing of six growing shiba pups.





Food
For all of its popularity as a boutique snack item, the [cupcake] may lose its title as the king of desserts in 2009. The frosting-covered confection had a good, long run, but what will become its heir? I say [macarons].




Politics
Barack Obama's phenomenal presidential campaign was able to reach across boundaries of race, class, and yes, even species. From ["Bark Obama"] shirts for dogs, to Obama's iconic "O" logo sprouting a pair of [cat ears], everyone was showing their support.




Toys
Though possessing many of the characteristics of cute design -big eyes, large heads, bright colors- Bratz dolls were an affront to sensibly cute design everywhere. Thankfully, they may disappear from toy shelves in 2009, as [Mattel recently won a lawsuit] against Bratz dolls manufacturers MGA Entertainment, Inc., baring them from producing the toy and any other related franchise materials.


What cute trends does 2009 promise to deliver? Will Apple release yet another cute computer accessory? Will the bailout backlash force major corporations to soften their public image? Stay tuned to Design Benign to find out!

Long Time No See

Sorry for the lack of updates lately! I've been super-busy with work and the holiday season. I have some new essays in the works, though, so keep checking back for brand new, cute content.