Constructions of family relationships in a COVID Christmas: An analysis of television advertisements on YouTube

IF 4.6 Q2 MATERIALS SCIENCE, BIOMATERIALS

ACS Applied Bio Materials Pub Date : 2022-06-20 DOI:10.1177/09593535221102689

Madeleine Pownall, Eve Eyles-Smith, Catherine V. Talbot

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引用次数: 2

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 advertisements 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.

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COVID圣诞节中的家庭关系构建:对YouTube电视广告的分析

圣诞节是强化家庭生活的时刻，是对传统规范的依赖，是家庭关系的中心。在这方面，2020年的圣诞节是独一无二的，因为COVID-19大流行严重扰乱了家庭生活，改变了家庭关系。女权主义研究人员之前已经注意到，对当代文化产物(如网络媒体)的分析，可以成为探索不同关系如何被构建以服务于各种功能的有用方法。因此，我们对YouTube上的11个电视广告进行了主题分析，以女性主义心理学的视角，在2019冠状病毒病圣诞节的背景下，研究家庭关系是如何构建的。我们的分析产生了三个主要主题。首先，我们样本中的电视广告将怀旧构建为女性的工作。第二，家庭关系被定位为一种重新获得权力和目标的手段，以努力灌输一种新常态。最后，电视广告将家庭关系构建为表现性别规范的重要场所。在2019冠状病毒病期间和之后，我们将讨论这些主题与女性主义学术关于家庭关系功能的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

ACS Applied Bio Materials Chemistry-Chemistry (all)

CiteScore

9.40

自引率

2.10%

发文量

464