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Constructions of Family Relationships in a COVID Christmas: An Analysis of Television Advertisements on YouTube.

Pownall, M., Eyles-Smith, E. and Talbot, C., 2022. Constructions of Family Relationships in a COVID Christmas: An Analysis of Television Advertisements on YouTube. Feminism and Psychology. (In Press)

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DOI: 10.1177/09593535221102689

Abstract

Christmas time is a site of intensified domesticity, a reliance on traditional norms, and centring of family relationships. Christmas in the year 2020 was unique in this regard, given how the COVID-19 pandemic widely disrupted home life and shifted family relationships. Feminist researchers have previously noted how analysis of contemporary cultural artefacts, such as online media, can be a useful way of exploring how different relationships are constructed to serve various functions. Therefore, we thematically analysed 11 television advertisements on YouTube to investigate how family relationships are constructed through a lens of feminist psychology in the context of a COVID-19 Christmas. Our analysis generated three dominant themes. First, the television advertisements in our sample constructed nostalgia as women’s work. Second, family relationships were positioned as a means of reclaiming power and purpose in an effort to instil a new normal. Lastly, television advertisement constructed family relationships as a critical site for representing gendered norms. We discuss these themes in relation to feminist scholarship on the function of family relationships, during COVID-19 and beyond.

Item Type:Article
ISSN:0959-3535
Uncontrolled Keywords:Christmas, COVID-19, family relationships, feminism, qualitative
Group:Faculty of Science & Technology
ID Code:36924
Deposited By: Symplectic RT2
Deposited On:09 May 2022 12:15
Last Modified:22 Jun 2022 09:43

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