TY - JOUR
T1 - Parenting on celebrities’ and influencers’ social media
T2 - revamping traditional gender portrayals
AU - Jorge, Ana
AU - Garcez, Bibiana
AU - Carvalho, Bárbara Janiques de
AU - Coelho, Ana Margarida
N1 - Funding Information:
This study was funded by the Fundação para a Ciência e Tecnologia, within the project DeCodeM—“(De)Coding Masculinities: Towards an enhanced understanding of media’s role in shaping perceptions of masculinities in Portugal” (PTDC/COM-CSS/31740/2017).
Publisher Copyright:
© 2023 by the authors.
PY - 2023/1/13
Y1 - 2023/1/13
N2 - This study consisted of a content analysis of parenting portrayals in the 40 most popular Portuguese male and female content producers on YouTube and Instagram, on a sample of content published in 2019. Female creators give disproportionately greater attention to parenting and are the ones depicting everyday labor related to it, whereas male creators show themselves as fathers in happy and fun moments. By way of their popularity and visibility on social media platforms, and as supported by the social media platforms and advertising realms, celebrities and influencers are amplifying the traditional division of parenting labor through the mechanisms of a postfeminist, hyper-individualistic discourse emphasized by female influencers and celebrities, and of humoristic content that confirms gender stereotypes without social punishment, deployed by entertainment personalities, both male and female.
AB - This study consisted of a content analysis of parenting portrayals in the 40 most popular Portuguese male and female content producers on YouTube and Instagram, on a sample of content published in 2019. Female creators give disproportionately greater attention to parenting and are the ones depicting everyday labor related to it, whereas male creators show themselves as fathers in happy and fun moments. By way of their popularity and visibility on social media platforms, and as supported by the social media platforms and advertising realms, celebrities and influencers are amplifying the traditional division of parenting labor through the mechanisms of a postfeminist, hyper-individualistic discourse emphasized by female influencers and celebrities, and of humoristic content that confirms gender stereotypes without social punishment, deployed by entertainment personalities, both male and female.
KW - Gender
KW - Humor
KW - Instagram
KW - Parenting
KW - YouTube
UR - http://www.scopus.com/inward/record.url?scp=85168614659&partnerID=8YFLogxK
U2 - 10.3390/journalmedia4010008
DO - 10.3390/journalmedia4010008
M3 - Article
AN - SCOPUS:85168614659
SN - 2673-5172
VL - 4
SP - 105
EP - 117
JO - Journalism and Media
JF - Journalism and Media
IS - 1
ER -