Parenting on celebrities’ and influencers’ social media: revamping traditional gender portrayals

Ana Jorge*, Bibiana Garcez, Bárbara Janiques de Carvalho, Ana Margarida Coelho

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

2 Citações (Scopus)
24 Transferências (Pure)

Resumo

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.

Idioma originalEnglish
Páginas (de-até)105-117
Número de páginas13
RevistaJournalism and Media
Volume4
Número de emissão1
DOIs
Estado da publicaçãoPublicado - 13 jan. 2023

Impressão digital

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Citação