dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood

This study looks at new developments in the commercial representation of fatherhood as exemplified by ‘Instadads’—a group of father influencers who use Instagram to document their family lives and foster a following that is attractive to brand sponsorship. With a netnography of 21 Instadad accounts...

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Bibliographic Details
Published inJournal of macromarketing Vol. 40; no. 4; pp. 475 - 491
Main Authors Campana, Mario, Van den Bossche, Astrid, Miller, Bryoney
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.12.2020
SAGE PUBLICATIONS, INC
Subjects
fatherhood
influencer
sharenting
representation
parenting
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Summary:This study looks at new developments in the commercial representation of fatherhood as exemplified by ‘Instadads’—a group of father influencers who use Instagram to document their family lives and foster a following that is attractive to brand sponsorship. With a netnography of 21 Instadad accounts and 10 in-depth interviews, we investigate how these influencers perform sharenting labour, which is the labour involved in commodifying and monetising the sharing of parental experiences. We posit that through this labour, father influencers contribute to early attempts at translating the new discursive territory of involved fatherhood into mainstream commercial representations. Sharenting labour has the potential to shift discourses on masculinities, lending more legitimacy to male parental caregiving activities.
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ISSN:0276-1467
1552-6534
DOI:10.1177/0276146720933334