I’m excited to share my latest article in the International Journal of Communication, where I examine how fatherhood is represented in Turkish advertising and what it reveals about shifting gender norms.
In this study, I explore the discursive landscape of fatherhood in Türkiye’s advertising culture, analyzing the transformation from traditional heroic masculinity toward representations that reflect emergent feminist fatherhood ideals—though often unevenly or ambivalently.
🔍 Key Points
- ✦ Traditional portrayals: Fathers in Turkish ads have historically been depicted as authoritative, stoic figures embodying conventional masculine ideals tied to strength, protection, and provider roles.
- ✦ Emerging patterns: Some recent advertising narratives gesture toward more caring, emotionally engaged father figures—what I frame as feminist dads—reflecting broader cultural conversations around gender roles and family dynamics.
- ✦ Cultural tension: These newer representations are often juxtaposed with lingering traditional tropes, revealing a complex negotiation of masculinity and fatherhood in visual culture rather than a simple transition.
📍 Why It Matters
This study contributes to understanding how media and advertising both mirror and shape contemporary social norms in Türkiye, especially around gender, family, and identity. It brings critical cultural analysis to a topic that sits at the intersection of media studies, visual culture, and gender studies.
Article available open access: https://ijoc.org/index.php/ijoc/article/view/23836
Alparslan Nas 