Through the years, most gender norms have been challenged or changed in modern society. Yet each Christmas, a strikingly similar image of Santa Claus appears in the media and in our homes. What is is about Santa Claus that makes him immune to the criticism that other male patriarchal figures have endured?
"A lot of Swedish parents these days are very gender aware and progressive. This hasn't seemed to translate into questioning our binary Christmas rituals. They step in, and then out, of this gendered tradition", says Jens Rydström, Professor of Gender Studies at Lund University.
The legend of Santa Claus can be traced back to Saint Nicholas, a 4th-century Christian saint. However, the contemporary depiction of Santa has been fairly stable since the 1800's, when the poem "A visit from St Nicholas" ("twas the night before Christmas") led to illustrations published in Harper's Weekly, that in turn were further enhanced by Coca Cola advertisements since the 1930's. For as far back as our collective memory goes, we think of Santa pretty much the same way: as a portly, belly-laughing, jolly figure with a white beard, who comes bearing gifts.
A widely accepted father figure
Jens Rydström says this Santa fits well into a male "ideal type" known within masculinity studies as the "benign patriarch".
"Santa as we know him is a stable figure, a good-natured father and head of the household, as long as his power isn't challenged", explains Rydström.
While this is very different from another type of masculinity - the hegemonic masculinity, where aggression and even violence exists - the benign or benevolent patriarch still assumes gender roles that follow a traditional pattern. By means of soft power he dictates the rules and does not tolerate any opposition.
"One reason I think we tend look the other way, is that Santa is the ultimate father figure. His existence is really based around kids; without children - no Santa. Perhaps we are more forgiving towards a seemingly good father, given that so many among us might have had problematic or distant relationships with our own fathers", says Rydström.
A manhood in crisis
Few could have missed the current debate about a "male crisis" among young adults. Men are said to be living at home longer, more young men are unemployed, stuck playing video games or generally falling behind in society.
This image brings to mind masculine "counter types," such as the drinker, the gambler or the shallow Don Juan who doesn't settle down, according to Jens Rydström.
"It's interesting that in the few cases where Santa is depicted in a negative way or as a bad Santa in popular culture, for instance in the movie Bad Santa, he seems to fit in with some of these counter-types, that are sometimes brought up when we talk about young men today", says Jens Rydström.
Given all of this, should society be questioning Santa - or emulating Santa? For Jens Rydström, it's the former.
"Christmas is always heavily debated, but rarely in connection with gender. Instead, it is wasteful consumerism and inequalities between rich and poor that at times has sparked protests and initiatives of Alternative Christmas. Perhaps it is time to also discuss the gendered aspect of Christmas," concludes Jens Rydström.
