Parenting on Celebrities’ and Influencers’ Social Media: Revamping Traditional Gender Portrayals

Ana Jorge; Bibiana Garcez; Bárbara Janiques de Carvalho; Ana Margarida Coelho

doi:10.3390/journalmedia4010008

Parenting on Celebrities’ and Influencers’ Social Media: Revamping Traditional Gender Portrayals

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

CICANT - Centre for Research in Applied Communication, Culture, and New Technologies

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	105-117
Number of pages	13
Journal	Journalism and Media
Volume	4
Issue number	1
DOIs	https://doi.org/10.3390/journalmedia4010008
Publication status	Published - Mar 2023

Bibliographical note

Publisher Copyright:
© 2023 by the authors.

Funding

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).

Funders	Funder number
Fundação para a Ciência e a Tecnologia	PTDC/COM-CSS/31740/2017

Keywords

Instagram
YouTube
gender
humor
parenting

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.3390/journalmedia4010008

Cite this

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title = "Parenting on Celebrities{\textquoteright} and Influencers{\textquoteright} Social Media: Revamping Traditional Gender Portrayals",

abstract = "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.",

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doi = "10.3390/journalmedia4010008",

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AU - Janiques de Carvalho, Bárbara

AU - Coelho, Ana Margarida

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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.

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KW - YouTube

KW - gender

KW - humor

KW - parenting

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Parenting on Celebrities’ and Influencers’ Social Media: Revamping Traditional Gender Portrayals

Abstract

Bibliographical note

Funding

Keywords

UN SDGs

Access to Document

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