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



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