"It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram

Detalhes bibliográficos
Autor(a) principal: Martino, Luis Mauro Sa
Data de Publicação: 2022
Outros Autores: Tonussi, Carolina
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Contracampo
Texto Completo: https://periodicos.uff.br/contracampo/article/view/53494
Resumo: What do baby product’s advertisement tell about fathers’ and mothers’ place in parentality? This text, grounded on the work of Corrêa (2011), analyses 423 instagram posts of products from the Huggies and Neslac from January 2020 to December 2021, underlining the roles of fathers and mothers in baby care. The analysis suggests that (a) fathers are shown in 19 posts (4,49%); (b) its presence is mostly linked with fun, not care; (c) only one image shows a father taking care of a baby. Although the roles of women and men, especially as mothers and fathers, are changing in contemporary society, the adaptation of advertising to this context is still timid. These data are analyzed from the perspective of gender and identity studies.
id UFF-5_0e055c4854cc659c91a165e53e0ade80
oai_identifier_str oai:ojs.pkp.sfu.ca:article/53494
network_acronym_str UFF-5
network_name_str Contracampo
repository_id_str
spelling "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram“Não basta ser pai, tem que participar”? Presenças e ausências do masculino no cuidado com os filhos em anúncios de produtos para bebês no Instagram: Presence and absence of men in childcare in baby product ads on InstagramCommunicationInstagramAdvertisingGenderParentalityComunicaçãoInstagramPublicidadeGêneroParentalidadeWhat do baby product’s advertisement tell about fathers’ and mothers’ place in parentality? This text, grounded on the work of Corrêa (2011), analyses 423 instagram posts of products from the Huggies and Neslac from January 2020 to December 2021, underlining the roles of fathers and mothers in baby care. The analysis suggests that (a) fathers are shown in 19 posts (4,49%); (b) its presence is mostly linked with fun, not care; (c) only one image shows a father taking care of a baby. Although the roles of women and men, especially as mothers and fathers, are changing in contemporary society, the adaptation of advertising to this context is still timid. These data are analyzed from the perspective of gender and identity studies.O que propagandas de produtos para bebês dizem sobre o lugar de pais e mães no cuidado com os filhos? Este texto delineia alguns aspectos da questão a partir de uma perspectiva de gênero, pautado no trabalho de Corrêa (2011). Foram analisadas 423 postagens de produtos das marcas Huggies e Neslac na rede social Instagram, entre janeiro de 2020 e dezembro de 2021, destacando a representação de pais e mães. A análise sugere que (a) pais aparecem em 19 posts, 4,49% do total; (b) sua presença está associada à diversão; (c) apenas uma imagem mostra o pai cuidando do bebê. Embora o lugar de mulheres e homens esteja mudando, a adaptação da publicidade a esse contexto ainda é tímida. Esses dados são analisados a partir de estudos de gênero e identidade.Programa de Pós-Graduação em Comunicação da Universidade Federal Fluminense2022-12-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo avaliado pelos Paresapplication/pdfapplication/pdfhttps://periodicos.uff.br/contracampo/article/view/5349410.22409/contracampo.v41i3.53494Contracampo; v. 41 n. 3 (2022): Temáticas Livres2238-25771414-748310.22409/contracampo.v41i3reponame:Contracampoinstname:Universidade Federal Fluminense (UFF)instacron:UFFporenghttps://periodicos.uff.br/contracampo/article/view/53494/33573https://periodicos.uff.br/contracampo/article/view/53494/35053Copyright (c) 2022 Luis Mauro Sa Martino, Carolina Tonussihttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMartino, Luis Mauro SaTonussi, Carolina2022-12-29T13:45:57Zoai:ojs.pkp.sfu.ca:article/53494Revistahttps://periodicos.uff.br/contracampoPUBhttps://periodicos.uff.br/contracampo/oai||contracampo.uff@gmail.com2238-25771414-7483opendoar:2022-12-29T13:45:57Contracampo - Universidade Federal Fluminense (UFF)false
dc.title.none.fl_str_mv "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
“Não basta ser pai, tem que participar”? Presenças e ausências do masculino no cuidado com os filhos em anúncios de produtos para bebês no Instagram: Presence and absence of men in childcare in baby product ads on Instagram
title "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
spellingShingle "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
Martino, Luis Mauro Sa
Communication
Instagram
Advertising
Gender
Parentality
Comunicação
Instagram
Publicidade
Gênero
Parentalidade
title_short "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
title_full "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
title_fullStr "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
title_full_unstemmed "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
title_sort "It is not enough to be a father, is it necessary to participate"? : Presence and absence of men in childcare in baby product ads on Instagram
author Martino, Luis Mauro Sa
author_facet Martino, Luis Mauro Sa
Tonussi, Carolina
author_role author
author2 Tonussi, Carolina
author2_role author
dc.contributor.author.fl_str_mv Martino, Luis Mauro Sa
Tonussi, Carolina
dc.subject.por.fl_str_mv Communication
Instagram
Advertising
Gender
Parentality
Comunicação
Instagram
Publicidade
Gênero
Parentalidade
topic Communication
Instagram
Advertising
Gender
Parentality
Comunicação
Instagram
Publicidade
Gênero
Parentalidade
description What do baby product’s advertisement tell about fathers’ and mothers’ place in parentality? This text, grounded on the work of Corrêa (2011), analyses 423 instagram posts of products from the Huggies and Neslac from January 2020 to December 2021, underlining the roles of fathers and mothers in baby care. The analysis suggests that (a) fathers are shown in 19 posts (4,49%); (b) its presence is mostly linked with fun, not care; (c) only one image shows a father taking care of a baby. Although the roles of women and men, especially as mothers and fathers, are changing in contemporary society, the adaptation of advertising to this context is still timid. These data are analyzed from the perspective of gender and identity studies.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo avaliado pelos Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uff.br/contracampo/article/view/53494
10.22409/contracampo.v41i3.53494
url https://periodicos.uff.br/contracampo/article/view/53494
identifier_str_mv 10.22409/contracampo.v41i3.53494
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.uff.br/contracampo/article/view/53494/33573
https://periodicos.uff.br/contracampo/article/view/53494/35053
dc.rights.driver.fl_str_mv Copyright (c) 2022 Luis Mauro Sa Martino, Carolina Tonussi
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Luis Mauro Sa Martino, Carolina Tonussi
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Programa de Pós-Graduação em Comunicação da Universidade Federal Fluminense
publisher.none.fl_str_mv Programa de Pós-Graduação em Comunicação da Universidade Federal Fluminense
dc.source.none.fl_str_mv Contracampo; v. 41 n. 3 (2022): Temáticas Livres
2238-2577
1414-7483
10.22409/contracampo.v41i3
reponame:Contracampo
instname:Universidade Federal Fluminense (UFF)
instacron:UFF
instname_str Universidade Federal Fluminense (UFF)
instacron_str UFF
institution UFF
reponame_str Contracampo
collection Contracampo
repository.name.fl_str_mv Contracampo - Universidade Federal Fluminense (UFF)
repository.mail.fl_str_mv ||contracampo.uff@gmail.com
_version_ 1799705522768707584

Registros relacionados