ABSTRACT
The title of this article conveys the idea which shapes it: that the positioning and identities of ‘the one’ and ‘the other’ are affected by the performance of different social practices. The highly symbolic activity of cleaning inverts the distribution of groups that would usually be divided according to the one/other dichotomy, in that gendered, class and racial others usually clean for their social ‘betters’. This redistribution allows for a look at the dynamics of social and psychic identification within an altered or inverted frame. In three different discursive locations—psychoanalytic theory, feminist film and theory, and advertising and popular culture—I examine diverse representations and implications of cleaning scenes. Each scene symptomatically collapses or merges sexual difference with other social distinctions conventionally marked by the labour involved in cleaning. As each of these discourses is concerned with articulations of identity, whether explicitly or critically (psychoanalytic theory and feminism) or implicitly (advertising and popular culture), these scenes reveal crucial links between social and symbolic practices and the vicissitudes of gender identity. In effect, gender emerges as a cleaning strategy, a representational system that masks or obfuscates the significance of other social differences.
