March 27, 2007, - 10:18 am

Annoying New Phrase of the Day

By Debbie Schlussel
You’ve heard of Alpha Males (the kind Al Gore tried to be but failed), Soccer Moms, NASCAR Dads, Security Moms.
Now meet the “Alpha Moms.”
It’s supposed to mean:

educated, tech-savvy, Type A moms with a common goal: mommy excellence.

Uh-oh, Gloria Steinem, you’re out. But the woman who dreamed it up says it’s reserved for the woman who wants to be involved in her children’s lives but doesn’t want to give up her identity, which sounds like a feminist to me. It used to be a given that a mother “wants to be involved in her children’s lives,” and it wasn’t considered “giving up your identity” to do so.
This isn’t some new slogan dreamed up by Hillary Rodham Cankles or Barry Hussein Obama to get votes. It was dreamed up by a married artist who describes herself as an Alpha Mom. It was first embraced by Nintendo to expand its video game market beyond hard-core (read: male and younger) gamers.
Watch for the phrase to come up a lot in political discussions, in the next Presidential race. Personally, I’m tired of all these silly, vapid “lifestyle” labels used by marketers and political consultants.
Just one question: If they’re Alpha Moms, who are their husbands–Girlie-Dads? We need less Alpha Females and more Alpha Males.

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