Pedagogijska analiza reprezentacije roditeljskih uloga u reklamama

master's thesis

• Title (english): Pedagogical analysis of the portrayal of parenting roles in commercials
• Author: Lea Crnobrnja
• Mentor: Barbara Kušević (mentor)
• Committee member: Marija Bartulović (predsjednik povjerenstva)
• Committee member: Zoran Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Pedagogy); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Pedagogy; Family Pedagogy

Abstract

Ovaj diplomski rad posvećen je pedagogijskoj analizi reprezentacije roditeljskih uloga u hrvatskim reklamama. U teorijskom dijelu roditeljske uloge smještaju se u kontekst rodne teorije, odnosno riječ je o rodnoj podjeli obavljanja zadataka brige o djeci koja proizlazi iz društvene konstrukcije poželjnih ponašanja majki i očeva. U nastavku rada piše se o transformaciji koncepta roditeljskih uloga, nakon čega se o ulogama majke i oca raspravlja kroz tradicionalnu i suvremenu paradigmu. Također, teorijski dio rada donosi i pregled domaćih i stranih srodnih istraživanja o različitim reprezentacijama roditeljskih uloga u medijima, s naglaskom na manjak domaćih istraživanja u navedenom području. Na kraju teorijskog okvira piše se o poziciji pedagogijske znanosti i pedagoških stručnjaka u problematici reprezentacije roditeljskih uloga u medijima, a ističe se i važnost kritičkog čitanja medijskih sadržaja. U istraživačkom se dijelu tematskom analizom 117 reklamnih spotova odgovara na istraživačko pitanje o tome na koji način su roditeljske uloge reprezentirane u hrvatskim televizijskim reklamama. Rezultati tematske analize svjedoče o prisutnom tradicionalnom poimanju majčinske i očinske uloge prema kojemu se majku dominantno prikazuje u obiteljskom kontekstu, pri čemu dominiraju prikazi njege djeteta i prikazi majke u kontekstu pripremanja obroka za cijelu obitelj, dok se oca dominantno prikazuje kao pasivnog i nekompetentnog roditelja koji dominira izvanobiteljskom sferom. Ipak, tematskom su analizom detektirani i egalitaristički prikazi roditeljskih uloga, što svjedoči o transformaciji društvenog poimanja roditeljskih uloga i koncepta roditeljstva uopće.

Abstract (english)

The topic of this thesis is a pedagogical analysis of the representation of parental roles in Croatian advertisements. In the theoretical part, parental roles are placed in the context of the gender theory. In other words, what is discussed is the gendered division of child care tasks as a result of the social construction of desirable behaviors of mothers and fathers. Furthermore, the paper discusses the transformation of the concept of parental roles, after which the roles of mother and father are discussed through traditional and contemporary paradigms. Also, the theoretical part of the paper provides an
overview of domestic and foreign research on different representations of parental roles in the media, with an emphasis on the lack of domestic research. The paper also discusses the position of pedagogical science and pedagogical experts in the issue of representation of parental roles in the media and emphasizes the importance of critical reading of media content. In the research part of the paper the research question about how parental roles are represented in Croatian television commercials is answered with the help of thematic analysis of 117 commercials. The results of the thematic analysis are pointing out the present traditional understanding of maternal and paternal roles, according to which the mother is dominantly portrayed in the family context, where depictions of child care and depictions of the mother in the context of preparing meals for the whole family dominate, while the father is dominantly depicted as a passive and incompetent parent who dominates the extrafamilial sphere. However, the thematic analysis also detected contemporary, egalitarian representations of parental roles, which could be the result of the transformation of the social understanding of parental roles and the concept of parenthood in general.

• Keywords: roditeljevanje; majčinstvo; očinstvo; masovni mediji; reprezentacija roditeljskih uloga
• Keywords (english): parenting; motherhood; fatherhood; mass media; representation of parenting roles
• Language: croatian
• URN:NBN: urn:nbn:hr:131:145206
• Study programme: Title: Pedagogy (double major); Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra pedagogije (magistar/magistra pedagogije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-26 13:35:28