Did you see the Alexa commercial? I usually don’t say anything about commercials that bother me…but did you see that Alexa commercial? A girl comes home from a soccer game and is apparently upset about her game. Her mother “pauses” Alexa (who was reading an audio book to her when her daughter came home) and follows her daughter as though she plans to talk with her about the game. All well and good. In the next scene we see the mother in bed when she is suddenly awoken by “a noise.” Once again, she speaks to Alexa, “What time is it?” “4:40 a.m.,” whispers Alexa. The mother looks out the bedroom window to see her daughter in the backyard “practicing” her soccer. What does she do when she sees her daughter playing soccer in the backyard at 4:40 a.m.? “Alexa, turn on the backyard light.” That’s it? She turns on the lights before giving a proud nod to her daughter’s early morning practice.
Somehow that commercial really bothers me. What is the message communicated by that commercial? That Alexa, the mother’s only companion and confidante in the commercial, will helps us parent our children? I don’t think so. Alexa has no input…it only offers an obedient response to whatever “parental wisdom” we offer. Not a great parenting partner. No emotional investment. No experiential knowledge. Yeah, not a great parenting partner.
Maybe the message is one proclaiming that persistence and hard work help us achieve our goals…with the help of Alexa of course. But we never see the success…so I don’t think that’s the message. Really, I think I’m bothered more by the missing messages. For instance, where is the message about “a time and a place for everything”…a time to practice and a time to sleep? What about the message of learning to lose a game with grace and dignity? The message that our self-worth is not based on our performance…especially our performance in a single game? What does this commercial teach us about the importance of sleep for our physical and mental well-being…and even for improving performance, especially for teens? Of course, the commercial is not trying to teach us anything. It only wants to sell us a product. But it does send a message…and I’m not sure I like the message. Do you? At any rate, I better quit my rambling. “Alexa, turn off my computer.”