Demythicising motherhood – empowering maternal narratives in
contemporary Anglo-American TV commercials

k 2022

Demythicising motherhood – empowering maternal narratives in contemporary Anglo-American TV commercials

PELCLOVÁ, Jana

Základní údaje

Originální název

Demythicising motherhood – empowering maternal narratives in contemporary Anglo-American TV commercials

Autoři

PELCLOVÁ, Jana

Vydání

Motherhoods on Screen : Global Perspectives, 23rd & 24th September 2022, Maynooth University, Ireland, 2022

Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Obor

60203 Linguistics

Stát vydavatele

Irsko

Utajení

není předmětem státního či obchodního tajemství

Odkazy

program konference

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

advertising; motherhood; maternal myths; multimodal discourse analysis

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 16. 12. 2022 09:17, Mgr. Jana Pelclová, Ph.D.

Anotace

V originále

The image of a perfect mother created by the mass media in the 20th century has resulted in a number of myths that do not reflect how real mothers experience mothering in their everyday lives. These myths have been labelled as “intensive mothering” (Hays, 1996) or “new momism” (Douglas and Michaels, 2004) and have been condemned by scholars across social and cultural spheres (e.g., Chodorow 1989; Thurer 1994; Caplan 2000; Papazian 2010 or O’Brien Hallstein 2015). The socio-cultural changes have shifted the 21st century advertising into the context of what Jenkins (2004) or Deuze (2007) calls “newly empowered consumer”. Considering the overall empowerment movement that has occurred recently in the Western society or even globally, the discourse of advertising has also reacted to the demands of newly empowered consumers. The objective of the paper is to discuss TV commercials aired recently in the UK and in the USA that go against the traditional picture of a perfect mother and are not afraid of showing mother-related issues that might be considered taboo or stigmatized, such as mothers’ mental health or postpartum recovery. Following the methodological framework of multimodal discourse analysis (Kress and van Leeuwen 2001; Ledin and Machin 2020), the paper will focus on both words and images that index the new trend of picturing empowered mothers in contemporary ads. The paper will also discuss how these new mother figures are appreciated by mothers themselves as well as by broader public and media.

Návaznosti

MUNI/A/1479/2021, interní kód MU

Název: Paradigms, strategies and developments - English linguistics and translation II

Investor: Masarykova univerzita, Paradigms, strategies and developments - English linguistics and translation II

Citovat

PELCLOVÁ, Jana. Demythicising motherhood – empowering maternal narratives in contemporary Anglo-American TV commercials. In Motherhoods on Screen : Global Perspectives, 23rd & 24th September 2022, Maynooth University, Ireland. 2022.

@proceedings{2240037,
   author = {Pelclová, Jana},
   booktitle = {Motherhoods on Screen : Global Perspectives, 23rd & 24th September 2022, Maynooth University, Ireland},
   keywords = {advertising; motherhood; maternal myths; multimodal discourse analysis},
   language = {eng},
   title = {Demythicising motherhood – empowering maternal narratives in contemporary Anglo-American TV commercials},
   url = {https://www.eventbrite.com/e/motherhoods-on-screen-global-perspectives-tickets-407044239277},
   year = {2022}
}

TY  - CONF
ID  - 2240037
AU  - Pelclová, Jana
PY  - 2022
TI  - Demythicising motherhood – empowering maternal narratives in contemporary Anglo-American TV commercials
KW  - advertising
KW  - motherhood
KW  - maternal myths
KW  - multimodal discourse analysis
UR  - https://www.eventbrite.com/e/motherhoods-on-screen-global-perspectives-tickets-407044239277
N2  - The image of a perfect mother created by the mass media in the 20th century has resulted in a number of myths that do not reflect how real mothers experience mothering in their everyday lives. These myths have been labelled as “intensive mothering” (Hays, 1996) or “new momism” (Douglas and Michaels, 2004) and have been condemned by scholars across social and cultural spheres (e.g., Chodorow 1989; Thurer 1994; Caplan 2000; Papazian 2010 or O’Brien Hallstein 2015). The socio-cultural changes have shifted the 21st century advertising into the context of what Jenkins (2004) or Deuze (2007) calls “newly empowered consumer”. Considering the overall empowerment movement that has occurred recently in the Western society or even globally, the discourse of advertising has also reacted to the demands of newly empowered consumers. The objective of the paper is to discuss TV commercials aired recently in the UK and in the USA that go against the traditional picture of a perfect mother and are not afraid of showing mother-related issues that might be considered taboo or stigmatized, such as mothers’ mental health or postpartum recovery. Following the methodological framework of multimodal discourse analysis (Kress and van Leeuwen 2001; Ledin and Machin 2020), the paper will focus on both words and images that index the new trend of picturing empowered mothers in contemporary ads. The paper will also discuss how these new mother figures are appreciated by mothers themselves as well as by broader public and media.
ER  -

PELCLOVÁ, Jana. Demythicising motherhood – empowering maternal narratives in contemporary Anglo-American TV commercials. In \textit{Motherhoods on Screen : Global Perspectives, 23rd \&{} 24th September 2022, Maynooth University, Ireland}. 2022.

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