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Komercjalizacja tacierzyństwa. Relacja ojca z dzieckiem na tle działań marketingowych

100%
Janowicz K., Jasielska A.
Człowiek i Społeczeństwo
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2021
|
vol. 51
79-100
EN
The last decades brought us dynamic changes in patterns of fatherhood. It is related both to expectations toward men, and their daily functioning itself. However, the role of a father is less often commercialized than the role of a mother. In line with that, commercials and marketing activities are less often addressed to fathers than to mothers. This paper is addressed to the potential grounds of this state of affairs, and the description of the new phenomenon – dadvertising. The possible manners of profiling marketing activities including fathers as primary recipients will be presented and discussed concerning findings of studies from the field of family psychology, sociology of the family, and a few existing studies aimed at commercials addressed to fathers. The abovementioned issues will be illustrated by examples of single commercials and marketing campaigns, in which protagonists or recipients were fathers.
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Caring Fathers and Gender (In)Equality?

88%
Maříková H.
Polish Sociological Review
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2008
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vol. 162
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issue 2
135-152
EN
The involvement of fathers in nurturing and raising children is regarded as one way of eroding cultural and social inequalities between genders. The aim of this paper is to determine whether there is genuinely an erosion of gender inequalities in those families where fathers contribute to child nurture in the early phases of a child’s life, or whether the status quo is merely modified. It examines when gender equality is (or can be) achieved in families and what the relationship is between gender equality in the family and gender inequality in society. The paper is based on a qualitative study conducted in 2006, in which semi-structured interviews were used to capture the ways in which parents construct their parenting and non-parenting roles, and how they form and perceive their parenting and gender identity. To analyse this issue, the paper also goes beyond this one study and looks at findings from other research and studies related to this issue.
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