Pais conectados e instagramáveis: a paternidade idealizada em plataformas de redes sociais

• Ano de defesa: 2023
• Autor(a) principal: Bueno, Jéssica Alves
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Carrascoza, João Luiz Anzanello, Mendonça, Maria Collier de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; parentalidade; paternidade; plataformas de redes sociais; coaching midiático de subjetividades
• Palavras-chave em Inglês: communication and consumption; parenting; fatherhood; social media platforms; media coaching of subjectivities
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/736

Historically, there have been many differences between participation of fathers and mothers in family dynamics in relation to raising children in early childhood. In the context of proliferating discussions on social media platforms about the ways of being a father today, this dissertation addresses the media coaching of subjectivities (Castro, 2018) in the context of what we are calling "idealized fatherhood" and investigates online interactions in profile posts that discuss contemporary paternal roles on social media platforms. The main objective is to promote a critical reflection on idealizations about fathers' participation in raising children in today's society. The study is based on the perspectives of communication and consumption, analyzing discourses in circulation on social media platforms about the forms of fatherhood considered "instagrammable". To achieve this, the research adopts a methodology that combines a literature review, secondary data analysis and online empirical research with a qualitative approach that examines the promotion of fatherhood ideals in a selection of profiles that discuss the topic on Instagram. The conclusion is that the utopia of shared parenting in an equitable way requires tensioning the deep-rooted stereotypes that place responsibility for raising children mainly on the mother figure. Still, from the perspective of common sense problematized in this work, the father's participation, even if punctually and sporadically, is seen as "help" that would qualify him as exceptional. At the same time, the mother would do no more than her "obligation" to assist, taking care of everything, experiencing the "double shift", in which she accumulates professional activities and takes care of the home and children. In contrast, the father's only responsibility is the professional shift. Considering the potential of media communication in the production of subjectivities, we believe it is essential to contribute to the creation of more tender and participatory forms of fatherhood that contribute to the reversal of stereotypes and prejudices that limit the free circulation of affections, balanced family dynamics and the distribution of responsibility for the enchanting and challenging journey of parenthood in our days.