In North American social, cultural and political discourse, soccer mom (and less used soccer dad for the male equivalent) refers broadly to a demographic group of women with school-age children. In general, the term "soccer mom" refers to the concept of American post-feminist motherhood as an amalgam of traditional domestic values with modern feminism (1960s-1980s), and is associated with modern material conveniences such as the SUV and cell phone. The archetypical soccer mom is upper or upper middle class, educated, suburban or exurban, and white.
The "soccer mom" typically indicates a single income family, where the husband works while the wife is a homemaker. Since the 1980s, two incomes are widely considered to be a "requirement" of the typical working class family in the U.S., and in this context single incomes symbolize both affluence and a disconnect from the working and lower middle classes.
The term can carry pejorative connotations, where the soccer mom may denote a woman who is aloof and has little responsibility or occupation, other than providing basic transportation for her children. In feminist circles, the soccer mom may refer to a woman who has given up on a promising and successful career, particularly after having some early aspirations and achievements. In this context this may carry the meaning of someone of diminished individual character. However, the word is not entirely negative, those described as soccer moms sometimes take pride in the term as affirmation that they are dedicated to providing attention, recreation and positive social contact for their children.
The term is thought to have been coined by a woman running for city council in Denver, Colorado. [citation needed] When asked for her credentials, she replied: "soccer mom." It came into widespread use in the 1990s, notably during the 1992 and 1996 presidential campaigns and since.
Literally, soccer moms drive their children to play soccer, and sometimes cheer them on during the game. At once, the soccer mom is associated with encouraging, if perhaps overscheduling, their children with activities, and with making personal sacrifices for their children's benefit (taking them to play), while perhaps remaining somewhat overprotective.
The term has found a life as shorthand for a stereotype, or set of stereotypes, far beyond its literal meaning.
Most widely, perhaps, they are associated with driving Volvos, minivans, or SUVs. Active pride in their children may be displayed, for instance, with membership in a Parent-Teacher Association, or with a bumper sticker boasting that her child is an honors student at their school. They may also have drinks and snacks in the car, for when the children finish school and/or soccer.
Soccer moms were considered an important constituency in Bill Clinton's two presidential wins. Starting, perhaps, with Republican victories in the 1994 Congressional elections, and into the 2000s with the presidential victories of George W. Bush, they have been identified increasingly with the Republican party. However, this correlates more with other demographic characteristics, such as their place in the red state-blue state divide, than with their identification as soccer moms.
In fact, in as much as both parties seek to appeal to her, the model soccer mom in political discourse is a hopefully persuadable, moderate swing voter. She's assumed to be especially concerned with education policy, health care and tax levels, especially as they impact her own family. Since the September 11, 2001 attacks, homeland security has emerged as a concern to the extent that a new term, "security mom," has come into use.[citation needed]
Since the late 1990s and into the 2000s, the soccer mom has been increasingly associated with political conservatism, with evangelical or fundamentalist Christianity, and with socially conservative concerns such as opposition to obscenities in rock and hip hop music and sex and violence in film, television, and video games. Some "extreme soccer moms" even complain about sad music, claiming that it makes children suicidal. They generally guide themselves by the ESRB ratings, and tend to believe that anime, manga, and most video games and music is "evil"[citation needed]. Because of this, many gamers and anime fans often use soccer moms as scapegoats for censorship in the media.
These attributions, however, are in no way universal. A political campaign targeting soccer moms in a liberal environment like Boston or San Francisco is probably talking about a much more secular, socially and politically moderate-to-liberal audience.
Usage in Canada is broadly similar to usage in the United States, but it is taken more literally, having much to do with active, busy parenting and generally having less to do with race, little if anything to do with religion, little to do with political affiliation except for a small tendency to moderation, and with very little correlation to social conservatism. Middle class status, a skew towards minivan or SUV ownership, and to a lesser extent university or college education and suburban or exurban residence are associated with the term. Much of the meaning underlying "soccer mom" has also transferred to the term "hockey mom". Poor or reckless driving skills have also become associated with the label.
The phrase "soccer mum" has recently started to be used in Australia in the context of Australian national politics. In May 2007 the conservative Liberal Party government announced that families will receive up to $8000 per child in a one-off election-year bonus to reduce the cost of childcare. It was reported that the payments were aimed at the group known politically as "the soccer mums".[1]