From Heroic Masculinity to Feminist Dads: Advertising Fatherhood in Türkiye

Abstract

Representations of masculinities and fatherhood have long been central to advertising narratives. Over time, these depictions have shifted from traditional portrayals to more progressive roles, influenced by growing feminist critiques and their impact on media. In the context of postfeminism, “menvertising” and “dadvertising” have become significant in reinforcing or challenging patriarchal notions of masculinity and fatherhood, with much of the research focusing on Western contexts. This study examines the complex discursive landscape of fatherhood representation in Turkish advertising, arguing that traditional portrayals of fathers as heroic figures with political connotations coexist and compete with more progressive models of fatherhood, such as feminist parenting. A feminist critical discourse analysis of 2024 Father’s Day advertisements online reveals that Turkish fatherhood occupies a contested third space, navigating between neoconservative, politically influenced national values and emerging progressive ideals of care, feminist parenting, and involved fatherhood. Crucially, these advertisements predominantly lack diverse and intersectional representations.