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A bit about Dads in Media Study

Father and Daughter

The Study

Dads are appearing more and more in commercials, news, marketing, and entertainment media. This study takes a look at dads in the media via three parts. Currently, Jess Huerta and her research assistant, Lexi Garfinkel, are virtually meeting with any person who identifies with the title "dad" and has a compelling desire to add to social scientific knowledge about fatherhood dynamics. 

Part 1

Part 1 of the study is complete. Jess conducted a content analysis of social media images of men wearing babies in baby carriers. She compared marketing imagery against the common stereotypes of dads who wear their babies.

(Paper under review)

Father and Son

Part 2

Part 2 of the study is underway. Jess and her research assistant, Lexi, are zooming with people who identify as 'dad' to ask what they think about news and marketing media that feature and target dads.

The interviews take about 45-60 minutes. The discussion encompasses three short news clips, a photoshoot image, and two commercials. 

Part 3

Part 3 of the study will be zooms with dads and their "important others" - meaning their significant others, their parents/in-laws, closest friends, coworkers, neighbors, anyone of the dad's choosing - to have a group discussion about dads today. 

Father and Son Taking a Nap
Father Holding Twins


Jessica, a sociologist and parent, envisions a world where her children can grow up to be parents with no inhibitions or social restraints. In other words, she wants her children to practice fatherhood (or support fathers) in any way that fills their heart.

Representation Matters

"You can't be what you can't see," that's the saying, right, but really? Are news and marketing media influencing today's fathers or is the media reflecting today's fathers? So many more questions to ponder.

What do you think?

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