For far too long, popular culture has portrayed fathers as bumbling doofuses who were either unwilling or unable to emotionally engage with their families. Archie Bunker, Homer Simpson and Peter Griffin were the norm.
However, in recent years there has been a sea change in the way in which men view masculinity and the manner in which they perform roles related to child raising. Now, dads are spending more time than ever with their families and are taking on more caring, nurturing roles.
Gradually, the media and many brands have taken notice. In last February’s Super Bowl, brands like Toyota, Nissan and Dove Men+Care helped re-brand fatherhood with “dadvertisements” that showed emotionally involved with their kids.
Author Michael Kimmel is one of the country’s leading researchers and writers on men and masculinity and served as a consultant for Dove Men+Care as the company crafted a marketing campaign emphasizing a progressive image of fatherhood. Kimmel joined DadsDivorce Live to discuss how these perceptions are evolving and what it means from a societal standpoint.