Pownall, M., Eyles-Smith, E. and Talbot, C. V., 2022. Constructions of Family Relationships in a COVID Christmas: An Analysis of Television Advertisements on YouTube. Feminism and Psychology, 32 (3), 357-375.
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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 |
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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: | 25 Jan 2023 12:40 |
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