‘That’s so adorable!’: The curse of cute

You’ll have seen a lot of it on Facebook. Advertising for a PD course, or a new centre, or a consultant. There’ll be a bit of text, overlaid over a large image of a child doing something “cute”. Maybe the child is wearing a small suit, sitting behind a desk. So cute! Maybe they’re in a pilot’s uniform, holding a steering wheel. How adorable – they’re pretending to be fly the plane!

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