Mr. mom no more : the rise of the male caregiver and his implications on the marketing landscape




Allen, Sarah Katlyn

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The population of male primary caregivers in the United States has risen dramatically within the past decade. Accompanying this trend is the evolution of fathers and their impact in the home. The modern dad is more involved in parenting and housework than in previous generations. Despite fathers’ growing role in the home, current depictions of dads on TV merely perpetuate the portrayal of dads as blundering and incompetent. Analysis of current depictions of mothers and fathers in TV ads and shows reveals the gap between today’s parenting reality and pop culture’s rendering of reality. Further exploration into the shifting parenting landscape and notions of masculinity yields a population of fathers who not only welcome increased responsibility at home, but also act as thought leaders and influencers in the parenting realm. By committing to the development of accurate and balanced depictions of dads on TV, marketers have the opportunity to harness this growing population’s influence and gain vocal and technologically savvy brand advocates.




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