Constructions of family relationships in a COVID Christmas: An analysis of television advertisements on YouTube. (August 2022)

• Record Type: Journal Article
• Authors: Pownall, Madeleine; Eyles-Smith, Eve; Talbot, Catherine V.
• Other Names: Locke Abigail guest-editor.; Capdevila Rose guest-editor.; Lazard Lisa guest-editor.
• Is Part Of: Feminism & psychology. Volume 32:Number 3(2022)
• Page Start: 357
• Page End: 375
• Publication Date: 2022-08
• Subjects: Christmas -- COVID-19 -- family relationships -- feminism -- qualitative; Women -- Psychology -- Periodicals; Feminist psychology -- Periodicals; Feminism -- Periodicals; 150.82
• DOI: 10.1177/09593535221102689
• Languages: English
• ISSNs: 0959-3535

Abstract

Christmas time is a site of intensified domesticity, a reliance on traditional norms, and centring of family relationships. Christmas in the year 2020 was unique in this regard, given how the COVID-19 pandemic widely disrupted home life and shifted family relationships. Feminist researchers have previously noted how analysis of contemporary cultural artefacts, such as online media, can be a useful way of exploring how different relationships are constructed to serve various functions. Therefore, we thematically analysed 11 television advertisements on YouTube to investigate how family relationships are constructed through a lens of feminist psychology in the context of a COVID-19 Christmas. Our analysis generated three dominant themes. First, the television advertisements in our sample constructed nostalgia as women's work. Second, family relationships were positioned as a means of reclaiming power and purpose in an effort to instil a new normal. Lastly, television advertisements constructed family relationships as a critical site for representing gendered norms. We discuss these themes in relation to feminist scholarship on the function of family relationships, during COVID-19 and beyond.