Negotiating "The New Father": the Consumption of Technology Within the Contemporary Family

We explore the traditional discourse of hegemonic masculinity and more recent articulations of the nurturing father role through an ethnographic study of the transition to fatherhood. We examine how technological consumption objects become symbols of masculine power and how they simultaneously become important nodes for contestation of patriarchal gender relations.


Shona M. Bettany, Ben Kerrane, and Margaret Hogg (2012) ,"Negotiating "The New Father": the Consumption of Technology Within the Contemporary Family", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 117-120.


Shona M. Bettany, Hull University, UK
Ben Kerrane, Manchester Business School, UK
Margaret Hogg, Lancaster University, UK


NA - Advances in Consumer Research Volume 40 | 2012

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