This article analyses the representations of fathers in Italian TV advertisements. After conducting a content analysis of 55 TV spots, we found that, in line with the existing literature, fathers continue to be represented as playmates and rarely as primary caregivers. Although this resonates with research on Italian fatherhood, the represented men also enact a form of intimate fatherhood that is innovative because it involves a dimension that we label «familiarity» which is based on an emotional bond and a horizontal day-to-day interaction. Because this aspect is peculiar to the father-daughter relationship, we think this has to do with the social construction of and the socialization to masculinity.

Fathers in (Italian) TV Commercials : Between New Intimacy and Hegemonic Masculinity / M. Cannito, E. Mercuri. - In: SOCIOLOGIA ITALIANA. - ISSN 2281-2652. - 2021:17(2021 Apr), pp. 45-65. [10.1485/2281-2652-202117-2]

Fathers in (Italian) TV Commercials : Between New Intimacy and Hegemonic Masculinity

E. Mercuri
Ultimo
2021

Abstract

This article analyses the representations of fathers in Italian TV advertisements. After conducting a content analysis of 55 TV spots, we found that, in line with the existing literature, fathers continue to be represented as playmates and rarely as primary caregivers. Although this resonates with research on Italian fatherhood, the represented men also enact a form of intimate fatherhood that is innovative because it involves a dimension that we label «familiarity» which is based on an emotional bond and a horizontal day-to-day interaction. Because this aspect is peculiar to the father-daughter relationship, we think this has to do with the social construction of and the socialization to masculinity.
fatherhood, intimacy, TV advertisements, gender socialization, hegemonic masculinity
Settore SPS/08 - Sociologia dei Processi Culturali e Comunicativi
apr-2021
Article (author)
File in questo prodotto:
File Dimensione Formato  
Cannito Mercuri.pdf

accesso riservato

Tipologia: Publisher's version/PDF
Dimensione 367.85 kB
Formato Adobe PDF
367.85 kB Adobe PDF   Visualizza/Apri   Richiedi una copia
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/895524
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact