Hero shots: involved fathers conquering new discursive territory in consumer culture
| Autor: | Jacob Östberg, Ingeborg Astrid Kleppe, Susanna Molander |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Economics and Econometrics Social science: 200::Economics: 210 [VDP] Social Psychology Scale (ratio) 05 social sciences Media studies Consumer Culture 050903 gender studies Anthropology 0502 economics and business HERO 050211 marketing Sociology 0509 other social sciences Hegemonic masculinity |
| Zdroj: | Consumption, markets & culture |
| Popis: | In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads, we find hero shots depicting involved fathers where children’s needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary advertising, media, and popular culture. We demonstrate how the Swedish state’s gender ideology was encoded into a communicative event in the form of hero shots and subsequently dispersed by visual consumers as well as political and commercial stakeholders pushing this particular agenda and/or capitalizing on its tendencies. This in such a way that the event conquered new discursive territory fostering new types of consumer cultural negotiations on fatherhood ideals also in other cultural settings |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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