Abstract

HENNIGEN, Inês  and  GUARESCHI, Neuza Maria de Fátima. The meanings of fatherhood in the media: a Cultural Studies perspective. Psicol. Soc. [online]. 2002, vol.14, n.1, pp. 44-68. ISSN 1807-0310.  http://dx.doi.org/10.1590/S0102-71822002000100004.

In this article, we discuss the possibilities that the perspective of Cultural Studies open for the research in Social Psychology, more specifically, for the paternity´s thematic. Questions related to the identities construction and the media importance in this process are discussed. Paternity here is conceived as a social construction that follows the flexible character of other identity positions. The analysis of a television advertising is presented and shows how different aspects of the contemporary culture cross over and mix with the father´s thematic.

Keywords : identities; paternity; media; Cultural Studies.