I’ve been calling out dad-bias in commercials for years now, and really wanted to put the nail in the coffin. So I watched, noted and rated 140 commercials in 2013 that featured fathers as main characters. And if I was looking for a fight…man, I couldn’t have done it at a worse time. There, I said it.
A popular conversation among dad bloggers is the treatment of fathers in the media, specifically, dads in commercials. Dad bloggers often sit around in their secret online societies and discuss exactly how bad dads look in commercials. Most of the time, you’ll hear a resounding “fathers are made to look like idiots!” And being a guy who’s flamed many a brand that poked fun at dads (and also congratulated a couple), I wanted to really commit time and effort into seeing exactly how many commercials I could find that treated dads poorly. I really wanted to hold up my list of commercials to the world and say “SEE?! Look at how commercials treat dads! We should riot!”
And then my results actually surprised me.
Parenting.com‘s Shawn Bean wanted to know why as the only dad-blogger on the site, his blog was dead last on the list. His editor fixed it for him – bumped him up the list. Since then, another dad has started blogging for Parenting.com as well – Matt Villano – and he’s ceremoniously taken on the last place spot.
Bean wonders if this is an act of parentism – that is, in Bean’s words, “the societal belief that one type of parent (i.e. a mother or a father) possesses skills, characteristics and abilities that are superior to the other.”
With a whole crap-ton of dads that still feel as if there’s a bias against them (and of course, moms that then answer “you? YOU? What about me?!”), maybe Bean’s onto something.
Fatherhood advocate site Fathers & Families e-mailed today about another bummer of a fatherhood issue: media bias. It seems like even when a father’s got nothing to do with …