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Advisor(s)
Abstract(s)
A Internet e a comunicação digital vieram influenciar certos comportamentos e decisões parentais a uma nova geração de pais. Com o aparecimento das primeiras mommy bloggers, um novo fenómeno no digital desencadeou-se. Apesar de ainda visualizado como um universo predominantemente feminino, nos últimos anos, essa conceção tem vindo a ser desconstruída por um conjunto de homens que se apelidam, orgulhosamente, de dad bloggers. A literatura da existente verificou que os pensamentos convencionais e arcaicos sobre a masculinidade constituem um entrave à evolução do estatuto do homem na paternidade. Como tal, estes homens enfrentam um conjunto de desafios e preconceitos no ecossistema digital, ao quebrarem a matriz hegemónica associada à masculinidade contemporânea. Metodologicamente, a presente investigação visa compreender que tipo de comunicação os dad bloggers empregam nas suas publicações – se comercial, motivacional ou educacional –, analisando também de que forma estes homens tiveram de rejeitar diversos estereótipos associados à masculinidade e ao homem tradicional. Assim sendo, estabeleceuse como objetivos do estudo conhecer a agenda temática das publicações parentais dos dad bloggers selecionados e, avaliar se a parentalidade em contexto digital pode promover padrões educativos associados às novas masculinidades. Para o efeito, a investigação optou por adotar uma abordagem qualitativa, conjugando-se entrevistas semiestruturadas com uma análise de conteúdo categorial às últimas 10 publicações parentais dos 15 dad bloggers portugueses e brasileiros selecionados para o estudo. Os resultados concluíram que os dad bloggers estão empenhados em mobilizar a sua audiência digital para os seus projetosnegócio paralelos no offline, com vista à monetização dos seus seguidores. Verificou-se também que, os dad bloggers rejeitam os estereótipos tradicionais associados à performance do pai na parentalidade e que rasgam a ideologia hegemónica masculina, procurando promover padrões educativos coerentes com os novos entendimentos sobre as masculinidades na modernidade.
The Internet and digital communication have influenced certain parenting behaviors and decisions of a new generation of parents. With the appearance of the first mommy bloggers, a new digital phenomenon was unleashed. Although it is still seen as a predominantly female universe, in recent years this conception has been deconstructed by a group of men who proudly call themselves dad bloggers. Existing literature has shown that conventional and archaic thoughts about masculinity are an obstacle to the evolution of men's status in fatherhood. As such, these men face several challenges and prejudices in the digital ecosystem, as they break the hegemonic matrix associated with contemporary masculinity. Methodologically, this research aims to understand what type of communication dad bloggers use in their publications – whether commercial, motivational or educational – while also analyzing how these men have had to reject various stereotypes associated with masculinity and the traditional man. The objectives of the study were therefore to find out about the thematic agenda of the dad bloggers' parenting posts and to assess whether parenting in a digital context can promote educational patterns associated with new masculinities. To this end, the research chose to adopt a qualitative approach, combining semi-structured interviews with a categorical content analysis of the last 10 parenting posts by the 15 Portuguese and Brazilian dad bloggers selected for the study. The results concluded that the dad bloggers are committed to mobilizing their digital audience for their offline parallel business projects, with a view to monetizing their followers. It was also found that dad bloggers reject the traditional stereotypes associated with the father's performance in parenting and that they tear up the hegemonic masculine ideology, seeking to promote educational standards that are consistent with new understandings of masculinities in modernity.
The Internet and digital communication have influenced certain parenting behaviors and decisions of a new generation of parents. With the appearance of the first mommy bloggers, a new digital phenomenon was unleashed. Although it is still seen as a predominantly female universe, in recent years this conception has been deconstructed by a group of men who proudly call themselves dad bloggers. Existing literature has shown that conventional and archaic thoughts about masculinity are an obstacle to the evolution of men's status in fatherhood. As such, these men face several challenges and prejudices in the digital ecosystem, as they break the hegemonic matrix associated with contemporary masculinity. Methodologically, this research aims to understand what type of communication dad bloggers use in their publications – whether commercial, motivational or educational – while also analyzing how these men have had to reject various stereotypes associated with masculinity and the traditional man. The objectives of the study were therefore to find out about the thematic agenda of the dad bloggers' parenting posts and to assess whether parenting in a digital context can promote educational patterns associated with new masculinities. To this end, the research chose to adopt a qualitative approach, combining semi-structured interviews with a categorical content analysis of the last 10 parenting posts by the 15 Portuguese and Brazilian dad bloggers selected for the study. The results concluded that the dad bloggers are committed to mobilizing their digital audience for their offline parallel business projects, with a view to monetizing their followers. It was also found that dad bloggers reject the traditional stereotypes associated with the father's performance in parenting and that they tear up the hegemonic masculine ideology, seeking to promote educational standards that are consistent with new understandings of masculinities in modernity.
Description
Keywords
Dad bloggers Comunicação digital Marketing de influência Paternidade Novas masculinidades Estereótipos Redes sociais digitais Digital communication Influencer marketing Fatherhood New masculinities Stereotypes Digital social networks