#dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood

Campana, Mario; Van den Bossche, Astrid and Miller, Bryoney. 2020. #dadtribe: Performing Sharenting Labour to Commercialise Involved Fatherhood. Journal of Macromarketing, 40(4), pp. 475-491. ISSN 0276-1467 [Article]

Campana, Van den Bossche, Miller (2020) dadtribe_AAM.pdf - Accepted Version
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Abstract or Description

This study looks at commercial representations of fatherhood within macromarketing. We base our study on ‘Instadads,’ a group of father influencers who use Instagram to document their family lives, and foster a following that is attractive to brand sponsorship. Through a netnography of 21 Instadad accounts and 10 in-depth interviews, we investigate how these influencers perform sharenting labour, which is the labour involved in commodifying and monetising the sharing of parental experiences. We posit that through this labour, father influencers contribute to early attempts at translating the new discursive territory of involved fatherhood into mainstream commercial representations. Sharenting labour has the potential to shift discourses on masculinities, lending more legitimacy to male parental caregiving activities.

Item Type:


Identification Number (DOI):



Influencer, fatherhood, sharenting, representation, parenting

Departments, Centres and Research Units:

Institute of Management Studies


19 May 2020Accepted
25 June 2020Published Online
1 December 2020Published

Item ID:


Date Deposited:

10 Jun 2020 08:34

Last Modified:

09 Jun 2021 14:49

Peer Reviewed:

Yes, this version has been peer-reviewed.



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