Stay-At-Home Dad Unite: Coping With Stigma and Isolation (18:38)

Based on video ethnographic research at Stay-at-Home Dad (SAHD) playgroups, 2006 SAHD convention and in-depth interviews, this film explores the challenges SAHDs face as they undertake the primary caregiver role and the strategies they employ to negotiate their gender positioning vis-a-vis more hegemonic masculinities. While prior CCT research has mainly studied consumption communities (e.g. Salomon snowboarders, Cova and Cova 2002; Apple computer users, Schau and Muniz 2002; Harley Davidson bikers, Schouten and McAlexander 1995) for what they do for individuals, the film discusses SAHDs’ organized activities as collective efforts to transform what it means to be a man and a father.



Citation:

Gokcen Coskuner-Balli (2008) ,"Stay-At-Home Dad Unite: Coping With Stigma and Isolation (18:38)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 878-878.

Authors

Gokcen Coskuner-Balli, University of Wisconsin, Madison



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity

Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Featured

Time-of-Day Effects on Consumers’ Social Media Engagement

Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA

Read More

Featured

Don't Troll Me Bro: A Study of Griefing in Video Games

Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.