Hero shots: involved fathers conquering new discursive territory in consumer culture
Journal article, Peer reviewed
Published version
Permanent lenke
http://hdl.handle.net/11250/2574623Utgivelsesdato
2018Metadata
Vis full innførselSamlinger
- Articles (SOL) [143]
- Publikasjoner fra CRIStin (NHH) [249]
Sammendrag
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