Involvement as a sign of evolvement: a discourse analysis of the representation of a ‘new’ fatherhood in IKEA Sweden’s 2018 Where Life Happens campaign

Abstract

Objective. Using IKEA Sweden’s ᴡʜᴇʀᴇ ʟɪғᴇ ʜᴀᴘᴘᴇɴs campaign, this research explores how a notion of ‘new’ fatherhood falls in line with the ideal of egalitarian parenthood, and how this fatherhood is represented in Swedish advertisement. Methods. This research is based on a theoretically motivated, realistically approached discourse analysis on a selection of three advertisements within this campaign, analyzing the manner of representation of fatherhood. Results. The fathers portrayed in the ᴡʜᴇʀᴇ ʟɪғᴇ ʜᴀᴘᴘᴇɴs campaign represent the ‘new father’ commonly accepted in contemporary Sweden, namely a father who is responsible, involved and nurturing and who takes on domestic responsibilities. Conclusion. The contemporary notions of fatherhood and egalitarian parenthood currently prevailing in Sweden are evident in IKEA Sweden’s ᴡʜᴇʀᴇ ʟɪғᴇ ʜᴀᴘᴘᴇɴs campaign to an extent that they suggest the advertisements to mirror Sweden’s reality.