When Maxine Fans Go Awry

"Without meaning, all holidays become an excuse for self-centeredness."

Last Friday, I received a note from a Vietnam veteran. He explained that Memorial Day was always a somber one. While most of America celebrated it with sales, barbecues and even going to ceremonies, he always chose to spend it quietly. Inevitably, the phone rings, and over the waves he hears a voice from one of his soldiers, "Doc?" So the weekend is filled with memories --both good and also the type that unsettles one's personal sense of peace as they recall things that happened.

This weekend, the normally quiet and happy Maxine facebook page was hit with some controversy over John Wagner's depiction of Hallmark Card's Maxine on Memorial Day.

At left is the card, which admittedly is how the majority of Americans think of Memorial Day. Most don't correlate the meaning with the reason for the special day, in which we honor those who have served our country and have died. Instead, Memorial Day has become synonymous with a day off work, with the word "sale," and the phrase "time to stock up the fridge and have a barbecue" or the act of getting ripped. Without meaning, all holidays become an excuse for self-centeredness.

And so John Wagner, who in the past has produced Maxine cards that seemed to "get it," erred in producing one that clearly didn't. This year's offering held a mixed message with the sentiment.

"A lot of people don't have to work today."

Maxine the cartoon character observes a fact.
However, combined with the illustration, Wagner distilled Memorial Day into the two things that take away its meaning: a day off work, and a barbecue. The rest: "Live everyday like it's Memorial Day," is a mixed message. Sure, we want to remember those who have sacrificed and died everyday, by living honorably and with respect. But given the illustration and the lack of any mention of the intent of the day, this wasn't what Wagner meant. The Maxine product has earned legions of fans who champion her combination of crassness and cleverness. However, in this case, Wagner just made her crass and unaware.

I have no issue with either days off work, barbecues, a good stiff drink, and laughs on Memorial Day. But the baffling thing is what caused John Wagner's departure from "getting it?"
Because in 2010, he did (see right).
Wagner issued an apology, however, this is where the true colors of whomever Hallmark Cards hired to do its social networking came through.

Several people offended by the current card were mocked, and derided on the board. They were called inbred, close minded, right wingers.But the worst? Those who pointed out their displeasure had their comments taken off the Facebook board. The only ones left were insults to the dissenters. "Maybe the Bible Belt Inbred's need to do something for their country than sit behind a computer
& complain get a life seriously."

To Hallmark's credit, they've revised their social networking commenting policy. Comments and disagreements are being left on. Some of those who have didn't like the cartoon are Gold Star families. Telling a parent, spouse, or child who has lost a son, daughter, husband, wife, father or mother to "Lighten up," "get a hobby," "it's only a cartoon, is the low mark of insensitivity, respect, and insight. I can't imagine being told "lighten up," after having losing and missing a loved one.For the social networking team to censor its critics and let its defenders dole out insults was a sign of social ineptitude, a corporate etiquette disaster coming across as incapable of empathy, and unconcerned with the meaning of the holiday. Were I the CEO of Hallmark, I would cancel their contract.

Still, excuses are being given for the character Maxine, overlooking the fact that the product is written by Wagner, who obviously fell off the wagon of understanding in the course of twelve months. But not only that, it probably passed muster with editors, people who gave it approval. And none of them got it either.

A flyover. Whoosh. Empty brain. Zoom Zoom. Nada. Zilch. Could it be the staff at Hallmark is a victim of its own reason for doing business?

Hallmark Cards is in the business of making money --hence, commercializing on holidays. While much of it is enjoyable and good, it has come with one undesirable result. Holidays are increasingly anemic in meaning, which gives way to a shallowness that breeds ingratitude. Yes, we want barbecues, sales, laughter, and beer. We want people to gather together and have fun. But without a fundamental understanding why the holiday exists, it might as well just be the weekend.
Bring meaning back to our holidays, it's the thing cultivates gratitude, which binds a nation.