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Hero shots: Involved fathers conquering new discursive territory in consumer culture
Stockholm University, Faculty of Humanities, Department of Media Studies, Fashion Studies.ORCID iD: 0000-0001-9405-1404
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
2018 (English)In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223XArticle in journal (Refereed) Accepted
Abstract [en]

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.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Critical visual analysis, discursive territory, hegemonic masculinity, hero shots, involved fatherhood, Swedish gender equality
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-149584OAI: oai:DiVA.org:su-149584DiVA, id: diva2:1163056
Funder
Anna Ahlströms och Ellen Terserus stiftelseAvailable from: 2017-12-05 Created: 2017-12-05 Last updated: 2018-08-29

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