Keenly attuned to pressing issues of the day, the Guardian’s Matt Seaton tells us we just aren’t agonising about cupcakes enough. And when I say cupcakes I obviously mean,
Butter-iced snares of self-loathing that sell precisely because they exploit young women’s insecurity about their looks and identity, and offer a completely false and self-defeating solace of temporary gratification, almost certainly followed by remorse and disgust.
It seems our Guardianista is upset by cupcakes being a bit girly. And that somehow, for reasons that aren’t clear, these tiny cakes are exploitative and induce all manner of psychological problems in the womenfolk of the world. It’s a bold claim, I think you’ll agree. According to Mr Seaton,
They’re not just cakes: like any cultural artefact, they have implicit values baked in. And the values I see in cupcakes are of a demeaning, self-trivialising sort of hyper-femininity.