影响力营销
人气
游戏娱乐
心理学
人格心理学
广告
男子气概
内容(测量理论)
社会化媒体
内容分析
日常生活
社会心理学
社会学
性别研究
人格
社会科学
政治学
数学分析
数学
营销
关系营销
法学
业务
市场营销管理
作者
Ana Jorge,Bibiana Garcez,Bárbara Janiques de Carvalho,Ana Rita Coelho
标识
DOI:10.3390/journalmedia4010008
摘要
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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