Momoko Hotta
Senior Thesis | 2026
MomokoHotta Dr.Alonge
SeniorThesis
2March2026
EvolvingImagesofParenthood: GenderRolesandCaregivinginContemporaryJapanese Commercials
Introduction
Frombeliefsystemsandvaluestoeverydaybehaviorsand socialstructures,cultureshapeshowindividualsunderstandtheir roleswithinsociety,includingexpectationssurroundingfamilylife andparentingpractices.Theseculturalexpectationsare constructed,reinforced,andnegotiatedthroughsocialinstitutions suchasthefamily,schools,andthemedia.Amongthese,the mediaplaysaparticularlyinfluentialrole,servingasakeysite wheresocialidealscirculateandshapepublicperceptionbyboth reflectingprevailingnormsandcontributingtotheirreproduction andreinforcement.
InJapan,thepastfewdecadeshavebeenmarkedby significantsocialanddemographicchange.Theseinclude decliningbirthrates,or shōshika,risingfemalelaborforce participation—catchingup,andevenexceedingthatoftheUnited Statesby2012(Shambaughetal.2017)—andthegradual expansionofpoliciessupportingparentalleave.Policiesregarding paternalinvolvementinchildcare,inparticular,havebeenagreat areaofchange,includingrecentamendmentstochildcareleave implementedin2025.Withthesedevelopments,questionsemerge aboutwhetherandhowsuchchangesarereflectedineveryday mediarepresentations.
Giventhiscontext,thisthesisexamineswhetherrecent Japanesecommercialsthatdepictparentingordomesticlifereflect shiftingattitudestowardcaregivingandgenderroles,orwhether
theycontinuetoreproducemoretraditionalmodelsofmotherhood andfatherhoodobservedinexistingscholarshipfromprevious decades(Prieler2008;Shimoda2008).Byfocusingon commercials,thisthesisseekstounderstandhowcultural expectationssurroundingparentingarevisuallyandnarratively constructedinahighlyinfluentialandwidelyconsumedformof media.TheresearchquestionsIaimtoanswerare:Howdo contemporaryJapanesecommercialsportrayparentingpractices androles?Towhatextentdotheseportrayalsreflect,reinforce,or divergefromdominantculturalnormssurroundingparentingin Japan?Giventhesubstantialpriorresearchconductedon portrayalsofvariousaspectsofJapanesesocietyinadvertisements, Ialsoexaminetheareasofcontinuityandchange.
JapaneseParentingNormsandIdeologies
Researchinanthropologyhaslongdemonstratedand explainedthemanywaysaculture’sbeliefsystemandvalues influenceanddirectitschild-rearingpractices.Parentingnorms, therefore,varyacrossculturalcontexts,reflectingbroadersocial ideals.Forexample,Japanesechild-rearingvaluesoftenemphasize physicalclosenessandinterdependence,makingco-sleepingfar morecommonthanintheUnitedStates.Acomparativestudy foundthatnearly70percentofchildreninaJapanesesamplewere reportedtocosleepwithparents,comparedtoonly15percentin theUnitedStates(Mindell2010).Whilethisdifferencemaypartly beattributedtothespatialconstraintsandsmalleraveragehouse sizesinJapan,Mindellalsonotesthatmanyfamilieswhoshareda bedroompositionedinfantswithinarm’sreachratherthan maximizingphysicaldistance.Thissuggestsapreferencefor proximityandattentivenessbeyondpracticality.
Othercross-culturalresearchfurtherhighlights culture-specificnormsandattitudes,particularlyconcerning genderedexpectations.Inacomparativestudyofparental
child-carevaluesinJapanandChina,Morietal.(2012)foundthat Japaneseparentsexpressedsignificantlystrongerbeliefsin parentalself-sacrificeandinmaternalresponsibilityforchildcare thanChineseparents.BysituatingJapaneseparentingvaluesina cross-culturalframework,thisstudyhelpsidentifyculturally specificfeaturesofJapaneseparentingnorms.
Thesecontemporaryattitudesarerootedinlongerhistorical ideologies.DuringtheMeijiperiodinthelatenineteenthcentury, thephrase ryōsai kenbo,meaninggoodwives,wisemothers, emergedasadominantideologicalframeworkthatshaped women’ssocialroles.Thephraseemphasizedwomen’s responsibilityinmanagingthehousehold,beingsupportivewives, andplacedthemmostlyintheroleofmothers(Nagase2022). Thereisalsotheideaofaparticularlyclosemother-infantbond embeddedinJapanesesociety,characterizedbyemotionaland physicalcloseness,andasenseofoneness,whichfurtherframes caregivingasanaturallyfemininerole.Thoughsocietyhas undergonesignificantsocialandeconomicchangessincethis period,thesedeeplyrootedconceptscontinuetoinfluence expectationssurroundingmotherhood.
Recentgovernmentdatasuggeststhatthesegendered divisionsoflaborandparentingrolespersistinmodernJapan. AccordingtotheJune2025 White Paper on Gender Equality, amongfamilieswithchildrenundersix,wivesdevote approximatelythreeandahalfmorehoursperweekon housework-relatedactivities—includingcaringforornursingand childcare—thanhusbands.Incontrast,husbandsspendmorethan twoadditionalhoursonwork-relatedactivities(GenderEquality Bureau2025).Thisdatahighlightshowchildcareandhousework remaintheprimaryresponsibilityofmothersinJapanesesociety.
Theseanthropological,empirical,andhistorical perspectivesprovideimportantcontextforanalyzing representationsofparentinginJapanesecommercials.They
establishtheculturalandideologicalcontextinwhichadvertising bothreflectsexistingparentingpracticesandparticipatesin shapingidealizedornormativeimagesofparenthood.
ChildrearinginContemporaryPolicies
Inresponsetolongstandingchallengesrelatedtowork-life balanceanddecliningbirthrates,theJapanesegovernmenthas introducedandamendedlawstoimproveworkingconditionsand broadersocialenvironmentsforworkingparentsandtheirfamilies. Thesereformshaveincreasinglyemphasizedsharedparental responsibilityandaimtoencouragegreaterpaternalinvolvement inearlychildcare.
Asabriefoverview,theLaborStandardsAct,enactedin 1947,wasdesignedtomodernizeJapan’slaborsystemandalignit withinternationalstandards.TheActallowsmotherstotake maternityleavesixweeksbeforetheexpectedduedateandupto eightweeksafterdelivery.Inadditiontomaternityleave,both eligiblemothersandfatherscantakepartiallypaidleaveuntila childreachesoneyearofageundertheActonChildcareLeave, CaregiverLeave,andOtherMeasuresfortheWelfareofWorkers CaringforChildrenorOtherFamilyMembers(MinistryofHealth, LabourandWelfare2025).
Morerecently,theJapanesegovernmenthasintroduced reformsspecificallydesignedtoencouragepaternalparticipationin earlychildcare.In2022,thePostpartumPaternityLeave,the sango papa ikukyū,wasintroduced,allowingfatherstotakeuptofour weeksofpaidleaveduringthepostpartumperiod(withineight weeksofthechild’sbirth).Asaforementioned,bothmothersand fathers,inadditiontotheseimmediatematernityandpaternity leave,canthentransitiontochildcareleave,whereparentscantake partiallypaidtimeoffworkuntilthechildturnsoneyearold. ThesechangesreflectashiftinJapanesesocietytowardamore equitabledistributionofchildcare.
Theseinitiativesarerathersuccessful,andwiththeupward trend,Japanesesocietyhasshowngrowingacceptance,support, andempathyforchildcareleave.Governmentdataindicateasharp increaseintheproportionofJapanesefatherstakingparentalleave, risingfrom30.1percentin2023to40.5percentin2024.Though thisisstillasmallnumbercomparedtomaternalleaverates—and paternityleaveratesinmoregender-equalcountries—itisworth notingthatin2022,itwasjustat17.13percent.Furthermore,the governmenthassetanambitioustargetofachievingan85percent uptakerateofpaternalleaveby2030,signalingasocietaleffortto normalizefatherinvolvementinchildcare(MinistryofHealth, LabourandWelfare2010a;2025b).
In2025,additionalprovisionsexpandingonexisting family-supportmeasurescameintoeffect,furtherstrengthening institutionalsupportforchild-rearing.Thesereformsmandated otherbenefits,including“leavefornursing,”whichallowsparents totakeuptotendaysofleaveperyeartocareforasickchild, accompanychildrentomedicalappointments,orattend school-relatedeventssuchasgraduationceremonies.Eligibilityfor thisleaveextendstoparentsofchildrenuptothethirdgradeof elementaryschool.Otheramendmentsincludetherighttorequest reducedworkinghours,exemptionfromworkingovertime,anda requirementthatemployersmakeeffortstooffermoreflexible workingoptions,suchasremotework.Notably,theeligibilityfor manyoftheseaccommodationswasexpandedtoparentsof childrenuptoelementaryschoolage,ratherthanbeinglimitedto workingparentsofchildrenundertheageofthree,aswasthecase beforetheamendment(MinistryofHealth,LabourandWelfare 2025).
Theselegislativereformssuggestagrowingnational commitmenttosharedcaregivingandreflectbroadersocialshifts surroundingparentingandwork-lifebalance.Asinstitutionaland culturalexpectationsevolve,itbecomesimportanttoexaminehow
suchchangesarerepresentedinwidelycirculatedmedia.Video advertisementsprovideausefulsiteforassessingwhether contemporaryportrayalsofparentingreflecttheseshiftingnorms oractivelyshapeandreinforcethem.Toassessthis,itisnecessary toengagewithbroadertheoreticaldebatesaboutthesocial functionofadvertising.
LiteratureReview
The Mirror versus Mold Debate
Thesocialfunctionofadvertisinghaslongbeenasubject ofdebate,particularlyregardinghowstereotypesareproducedand spreadthroughadvertisements.The“mirror”perspectiveargues thatadvertisingreflectsthedominantnormsandvaluesalready presentinasociety,whilethe“mold”perspective—metaphorfor Gerbner’scultivationtheory—emphasizesadvertising’scapacityto shape,reinforce,ornormalizecertainsocialexpectations(Gerbner, 1998;GrauandZotos,2016).
Thisframeworkisusefulforexaminingparenting representationsinJapanesecommercials,asitallowsforan analysisofhowadvertisingmayreflect(“mirror”)culturally specificpracticesandgenderroleswhilealsoreinforcing, promoting,orevensubvertingtraditionalandaspirationalgender normstoshapesocialexpectations(“mold”).
Representations of Parenting and Gender Roles in Parenting Magazines
Ina2008article,Shimodaexaminestheportrayalof parentingandgenderrolesinJapaneseandEnglish-language parentingmagazines.Sheoutlinesdominantideasaboutparenting inJapanandhowtheyarecloselytiedtogenderedexpectations, citingsurveydatathatrevealsfathers’reluctancetotakeparental leaveduetoinflexibleworkenvironments.Shimodathen
hypothesizesthatparentingmagazinesmaybereinforcingthese rolesandpracticesthroughtheirgenderedportrayalsofcaregiving.
HercomparativeanalysisshowsthatJapaneseparenting magazinesconsistentlyportrayanarrowandstereotypicalviewof parenting.Womenarepositionedalmostexclusivelyastheprimary caregiver,whilefathersarelargely“invisible”and,whenshown, depictedasincompetentandill-equippedforparenting.Shimoda arguesthatalthoughattitudestowardsparentingrolesinJapanare graduallyshifting,Japaneseparentingmagazinescontinueto reinforcetraditionalgenderroles.Sheultimatelypositions parentingmagazinesasapotentiallyinfluentialsitewheremore diverse,flexiblemodesofparentingcouldberepresented.
Nearlytwodecadeshavepassedsincethisresearch, creatingatimelyopportunitytoreassesshowparentingandgender rolesarerepresentedinJapan,andtoevaluatewhetherthese representationshaveevolved—orremainunchanged—inresponse torecentexpandedfamilyandlaborpoliciespromotinggender equalityandincreasedpaternalinvolvementinchildcare.While drawingonShimoda’scontentanalysisapproach,Iexaminea differentmedium,videocommercials.
Aroundthesameperiod,Prieler(2008)conducted empiricalresearchontherepresentationoffamilyinJapanese televisioncommercials,thoughnotspecificallyonparenting.By examiningcommercials,asPrielerdoes,ratherthanparenting magazines,Iexpandthescopeofanalysistoamediumthatreaches abroaderandmoreheterogeneousaudience.AsPrielernotestoo, “advertisingisnotmerelyareflectionofculturalvaluesbutatthe sametimecontributestotheestablishmentofthesevalues”(Prieler 2008,208).Previousmediaandcommunicationresearchsimilarly emphasizestheroleofmediainshapingcultureandinfluencing publicperceptionsandbehavior,highlightingitspotentialtofoster broaderculturalshifts(Hahn2024).
Representation of the Family in Japanese Television Commercials
Prieler’s(2008)studyofJapanesetelevisioncommercials, The Japanese Advertising Family,providesoneofthemost detailedempiricalanalysesoffamilyrepresentationinJapanese advertising.Drawingon259televisioncommercialsfeaturing familyunits—definedasthepresenceofatleastoneparentand onechild—hedemonstratesthatportrayalsoverwhelminglydepict familylifeinhighlystereotypicalways.ConsistentwithShimoda’s findings,Prieleridentifiesstronglygenderedrepresentationsof mothersandfathersinthecommercials,includingthecomplete absenceofworkingmothersandtheraredepictionoffathers engaginginhouseholdlabor.Oneparticularlystrikingfindingis thatinallcommercialshestudied,fathersneverappearedalone withababy.Incontrast,mothersappearedalonewithinfantsin ninecommercials,nearlyallofwhichwerediapercommercials, portrayingmothersas—andperhapsimplyingthat solely mothers are—thenaturalcaregiversforyoungchildren.
AlthoughPrieler’sstudydoesnotfocusexplicitlyon parenting,itoffersacrucialsnapshotoftheimageoftheJapanese familyand,byextension,ofcaregivingrolesintelevision commercialsinthemid-2000s.However,muchlikeShimoda’s research,nearlytwodecadeshavepassedsincehisdatawas collected.Asmentionedabove,intheinterveningyears,Japanhas experiencedrathersignificantsocialandpolicychanges.Whether contemporarycommercialscontinuetoreproducethesame genderedpatternsorwhethernewerrepresentationsreflect evolvingnormssurroundingparentingandfamilyliferemainsan underexploredareaofresearch.
ResearchApproach
ThefirstgroupofcommercialsIexaminedconsistsof child-centeredproducts,specificallydiaperadvertisements.I selectedthesecommercials,astheyvirtuallyguaranteethe
presenceofaninfantortoddlerand,moreoftenthannot,atleast onecaregiver.Moreover,sincePrielerfoundthatthefewinstances ofmother-infantpairingswithoutfathersappearedpredominantly indiaperadvertisements,thiscategoryprovidesausefulbasisfor assessingcontinuityorchangeincontemporaryJapanese commercials.Thefivediaperadvertisementsrangedfrom15to30 secondsinlength.TwowereselectedfromUnicharm’sofficial YouTubechannel,andthreefromPampersJapan’sofficial channel.
Inaddition,Iidentifiedthreehouseholdproduct commercialsfromKaothatincludedclipsofparenting: Kyukyutto Foam Pack,adishwashingdetergent; Attack Antibacterial EX,a laundrydetergent;and Humming Deodorizing Power,afabric softener.ItmaybeworthnotingherethatIactuallystruggledto findhouseholdproductadvertisementsfeaturingchildrenatall. EvenwithinthelaundrydetergentcommercialsIwasableto locate—morethantwentyvideosfromwithinthepastfive years—theproportionthatincludedchildrenfeltsurprisingly small.Bycontrast,abriefsearchforAmericanlaundrydetergent adsyieldednumerouscommercialsfeaturingchildren,suchas thosefromTide.Thisdiscrepancyislikelyinfluencedbythefact thatYouTuberepresentsonlyafractionofwhatisactually broadcastonJapanesetelevisionorshownaswebcommercials. However,myinitialassumptionthatchildren’sassociationwith messinesswouldmakethemcommonfiguresinhouseholdor cleaningproductadvertisementsprovedtobelessaccuratethan expectedinmyJapanesesearch.Thisrelativeabsencemaybe relatedtobroaderdemographictrends,includingfewerchildrenin Japanesesocietyoverall,ortomarketingstrategiesthat increasinglyframehouseholdproductsaroundindividuallifestyle andaestheticappeal,particularlyinwaysthattargetyoungwomen livingindependently.
Iacknowledgethatthisisasmall,curated,andalready filteredsamplesize,andIdonotaimtogeneralizemyfindings. Nevertheless,theseadvertisementsremainusefulforanalyzing howparentalrolesarevisuallyassigned.Althoughconstrainedby accessibilityonYouTube,theselectedmaterialsprovideinsight intohowchildcareanddomesticlaborareframedinrecent Japanesecommercials.Foreachadvertisement,Inotedthe presenceandgenderofcaregivers,thetypeofcarebeing performed,andotherrelevantpatterns.Thisisaninterpretive contentanalysis,soratherthanquantifyingappearancesorscreen time,Iunpackthemeaningandcontextofparentalroles, caregivingpractices,andfamilyinteractionsasrepresentedin contemporaryJapanesecommercials.
Findings
Child-Centered Products
Whileperhapsthisshouldnotbesurprising,allfivediaper commercialsIwatchedfeaturebothparents.Thisalignswith contemporarydiscoursesonsharedcaregivingandmarksashift fromearlierdiaperadvertisementsthatoftenonlyfeatureda motherandherinfant.Itisimportant,then,tobreakdownwhat eachparentisdoinginthecommercials.
ThethreePamperscommercialsofferinterestingcontent foranalysis.Inone,atoddlerisclimbingaplaystructureatapark whilebothparentsstandnearby(PampersJapan2025a).The mothertoucheswhatappearstobeafulldiaper,andherinternal voicestates,“He’splayinghappily,butIneedtochangehis diaper…”Adiaper-shapedcharacterwearingacapethen interrupts,saying,“That’swhatyou’rethinking,right?”After which,thecommercialemphasizesthediaper’s“360degree” leak-proofdesign.
Anothercommercialshowsbothparentsleaningovertheir toddlerdaughter,likelyduringadiaperchange(PampersJapan 2025c).Again,themother’svoiceexpressesconcern:“Iworry aboutherskingettingirritatedfrommoistureandfriction.”A similardiapercharacterappearsandasks,“Isthatwhatyou’re thinking?”beforepromotingPampers’ Hadaichi (“SkinFirst”) diaperanditsabilitytoprotectthebaby’sskinfromirritation.
Notably,inbothinstances,themotherispositionedasthe worriedandattentiveparent,whilethefatherremainslargely passive.Inthecommercialfeaturingtheboyontheplaystructure, thefatherappearsunawareandsimplysmilingnearby.Whilethis maybeasmalldetail,itleavesanimpressionthatthefatheris moreofapassivecaregiverorevenadecorativepresence.Inthese twocommercials,fathersarenotshownphysicallyinteractingwith theiron-screentoddlers,whereasmothersaredepictedtouching, changing,andholdingthechildren.Theincreasedvisibilityofthe fatherfigureisimportant,buthisrole—atleastinthesetwo Pamperscommercials—doeslittletodisrupttraditionalcaregiving dynamics.
ThethirdPamperscommercialadvertisesanighttime diaper,emphasizingitsabilitytopreventleaksuntilmorning,so thechildcansleepwellandwakeup“happy,”assuggestedbythe backgroundsong(PampersJapan2025b).Onethingtonotehereis thatthetoddlerisshownsleepingaloneinacribwithnoadultbed visiblenearby.Thisstagingsuggeststhatthechildisnotwithin arm’sreachoftheparentsandmaynotberoom-sharingeither. Althoughitisdifficulttodrawbroadconclusionsfromasingle advertisement,thissettingcouldindicateareducedemphasison cosleepingandgreaternormalizationofearlychildhood independence.Itmayalsoreflectshiftingexpectationssurrounding familyspaceandparentalintimacy.Atthesametime,such interpretationsremainspeculativeasproductiondecisionsmaybe drivenbypracticaloraestheticconsiderations.
IncontrasttoPampers’relativelyconventionalportrayalof maternal-centeredcaregiving,Unicharm’s Oyasumiman nighttime diapercommercialspresentamoremeaningfulreframingof parentalroles.Inthe“Natsuko’sMorning”version—namedafter themotherinthecommercial,playedbyactressandcomedian NatsukoYokosawa—theparentsfaceachaoticmorningafter discoveringthattheirchild’sdiaperhasleaked(UnicharmJapan 2025b).Themotherisshownfranticallywashingthesheetswhile thefatherholdsthetoddler.ThescenebrieflycutstoNatsuko rufflingherhairinanexaggerated,comedicdisplayoffrustration. Thecommercialthenintroducesthe Oyasumiman product, emphasizingthatthediaperabsorbsuptoeightwettingsand remainsleak-freeuntilmorning,encouragingparentsto“say bye-byetofranticmorninglaundry.”Interestingly,inthe 15-secondadvertisement,thefatheristheonlyparentshown holdingthechild,appearinginthisroleacrossthreeseparate scenes.Moreover,thecommercialconcludeswiththefatherstill holdingthetoddlerashewavesgoodbyetothemother,who carriesherbagandappearstobeheadingtowork,implyingthat thefatherwillstayhomewiththechild.Thisdepictionfelt unexpected,giventhat,thoughpaternalchildcareleaveuptakehas increasedinrecentyears,motherscontinuetoaccountforthevast majorityofextendedleave-takingandfull-timecaregiving.The commercial’ssuggestionthatthefatherwillremainathomewith thechild,therefore,representsanotablechallengetodominant expectationssurroundingchildcare.
Another Oyasumiman commercial,promotingadiaperwith aPokémondesign,depictsafamily’snighttimeroutine(2025b). Themotherisshowntowel-dryingthetoddlerafterabathand presentingthePokémon-designdiaperbeforehelpingherexcited toddlerputiton.Sheisalsoseenbrushingthechild’steeth.The scenethenshiftstothefatherreadingastorytothetoddlerinbed, followedbyashotofthebabysleepingpeacefully.Unlikethe
Pampersadvertisements,thiscommercialvisuallydistributes caregivingtasksacrossbothparents.Whilethemothercontinuesto performintimate,hands-oncare,thefatherispositionedasan emotionallyengagedandnurturingpresence.Together,Unicharm’s commercialsdepictparentingasasharedeffort,withbothmothers andfathersactivelyinvolvedindifferentaspectsofchildcare.
Household Products
The Kyukyutto Foaming Pack allowsuserstosimplyspray theproductontodirtydishesandrinsethemwithoutscrubbing.In thecommercial,aftersprayingthedirtydinnerdishes,thefatheris showntakingabathwithhissonandshampooinghishair,while themotherdriestheboy’shairafterwards(KaoJapan2025b).The familyisthenshownsittingtogetheronthecouch,eatingice cream,andthecommercialconcludeswithbothparentswipingthe cleandishessidebyside.Thesescenessimilarlyframechildcare anddomesticlaborassharedresponsibilities,presenting cooperativeparentingasanordinaryfeatureofeverydaylife.
Incontrast,the Attack Antibacterial EX commercialdepicts amoretraditionalhouseholdstructure,showingamotherinthe laundryroomwashingwhatappeartobeherthreesons’white collaredshirts(KaoJapan2025a).Shecomplainsthatcollarstains usuallydonotcomeoutunlesstheshirtsarepre-soaked,atwhich pointherbrotherintroducestheproductandexplainsthatthe “powered-up”detergentcanremovethesestubbornstains.The threeboysthenappear,wearingfakemusclearmstoemphasizethe detergent’s“strength.”Dressedinanapron,themotherembodies theconventionalimageofastay-at-homemother.Nofatherfigure isshown,thoughthecommercialalsodoesnotprovideanyexplicit indicationofwhetherthisisasingle-parenthousehold.Although othermalefiguresappear,theydonothelpthemotherwiththe laundry,servingasproductpresentersratherthanparticipantsin domesticlabor.Thiscontinuedrepresentationofamaternalfigure
performingdomesticlaborshouldnotbereadasinherently regressive,however.Suchportrayalsmayreflectthelived experiencesofmanymotherswhoremainprimarycaregivers withinthehome.
Finally,the Humming fabricsoftenercommercialportraysa fathercominghomefromworkintheeveningtohissleeping family(KaoJapan2025c).Hequietlydriesandhangslaundryin thelivingroom,lightlydancingasheworks.Inthemorning,heis shownfoldingclotheswhilethemotherappearstobepreparing breakfastfortheirtwochildreninthebackground.Inanother scene,thefatherhugshissoninatowelafterashower,andlater, bothparentsaredepictedfoldinglaundrytogether.Thefatheralso hangshisdaughter’screwneckandhelpsdressherbeforethe familyisshownsmellingtheirfreshlaundry.Inthefinalshot,both parents,wearingworkclothes,walktheirchildrentoschool. Throughthesescenes,thecommercialpresentsthefatherasboth anactiveandaffectionatecaregiver.Moreover,thefinalimageof bothparentsleavingforworksuggeststhatprofessionallifeand familyresponsibilitycancoexist,andthatshareddomesticlabor helpssustaindual-careerparenthood.
Discussion
First,Iwouldliketoacknowledgeherethatanyperceived “change”Ibelieveweseeinthecommercialsisinferredfrom existingscholarshipratherthanfromadirecthistoricalcomparison ofadvertisements.Becausethisthesisdoesnotconductanad-to-ad comparisonwithcommercialsfrompreviousdecades, interpretationsaregroundedinfindingsfrompriorlarge-scale studiesandanalyses.Inparticular,whenIdescribesome commercialsaslessstereotypical,Imakethisclaiminrelationto earlierpatternsidentifiedbyscholarssuchasPrieler,whosework documentsmorerigidandgenderedportrayalsoftheJapanese family.Thus,myanalysisreliesonestablishedreferencepointsto
contextualizecontemporaryrepresentationsratherthanasserting definitivelongitudinalchange.
Interpretation of Findings
PotentiallyinfluencedbymyownpreconceptionsofJapan asamoretraditionalandlessgender-equalsociety,Iwassurprised toencounterseveralinstancesinwhichtheseexpectationswere challenged.Inboththe Oyasumiman and Humming commercials, mothersaredepictedinprofessionalworkingrolesratherthan beingconfinedsolelytothedomesticsphere.Additionally,across mostcommercialsanalyzed,fathersarerepresentedinmoreactive caregivingroles,engagingdirectlywiththeirchildrenand participatinginhouseholdlabor.Whilenotalladvertisements presentovertlycounter-normativeportrayals—theOyasumiman “Natsuko’sMorning”versionbeingthemoststriking example—manynonethelessmovebeyondthedegreeofpassivity andabsenceidentifiedinearlierscholarship.
Thereremaininstancesinwhichmothersareframedasthe primarycaregiverandalignedwiththemoretraditionalgender rolesinparenting.However,suchportrayalsmayalsoreflect,or “mirror,”thelivedrealitiesofmanyJapanesefamiliesand thereforefunctionasrelatablerepresentationsforasignificant portionofthepopulation.Whilemoreradicallycounter-normative depictionswithintheJapanesecontext—suchasfathersassuming theentiretyofcaregivingresponsibilities—mightappear progressive,theycouldalsoriskbeingperceivedasunrealisticand overlyidealized.Suchportrayalsmightinadvertentlydismissor overshadowthelaborofmothersinacountrywherewomen continuetoassumeadisproportionateshareofchildcare responsibilities,renderingthesedepictionssomewhatdisconnected fromeverydayrealities.Forthisreason,itfallsbeyondthescope ofthisanalysistodeterminewhethersuchrepresentationsshould beunderstoodasinherentlypositiveornegative.
Limitations
Duetoitsscope,thisstudydoesnotconstitutea comprehensiveexaminationoftheportrayalofparentingin Japanesecommercials;onekeylimitationconcernedaccessibility, whichalsoresultedinthesmallsamplesize.Thecommercials analyzedwerelimitedtothoseavailableonYouTubethrough officialcompanychannels.Asaresult,thesamplelikely overrepresentsparticularlypopular,recent,anddigitallypreserved advertisementswhileexcludingthosethatwerebroadcaston televisioninJapanthatwerenotarchivedonline.
Additionally,somerecentcommercialsinJapanhave receivedpublicbacklashforreinforcingtraditionalgenderrolesin parenting,includingUnicharm’s2017 Mooony diaper advertisement,whichdepictedamothershoulderingtheentiretyof childcareandhouseholdresponsibilities(KobayashiandArmitage 2017).Asthecompanybehindthe Oyasumiman commercials analyzedinthisstudy,Unicharm’spriorcontroversyraisesthe possibilitythatsubsequentportrayalsreflectnotonlybroader temporalshiftsbutalsostrategiceffortstorecalibrateitspublic image.Inthiscontext,itisimportanttoacknowledgethat advertisementsthatgeneratedcriticismmayhavebeenremoved fromofficialplatformsorarenolongerpubliclyaccessible. Consequently,thesampleanalyzedinthisthesismay disproportionatelyrepresentcommercialsthatpresentless traditionalportrayalsofparenting,therebyshapingtherangeof representationsavailableforanalysis.
Furthermore,althoughthisstudyidentifiesshiftsin genderedcaregivingroles,thesechangesoccurprimarilywithin theframeworkofheterosexual,two-parenthouseholds. Single-parentfamilies,same-sexcouples,andothernon-traditional familystructuresremainlargelyabsentfromtheadvertisements analyzed.Thus,theevolutiondocumentedinthisthesisreflectsa redistributionofcaregivingroleswithinconventionalfamily
modelsratherthanabroaderdiversificationoffamily representation.
Implications
Drawingoncultivationtheory,theserepresentationscanbe understoodaspartofthebroadernationalefforttonormalizemore equalparentingroles.Cultivationtheorysuggeststhatrepeated exposuretoacertainmediaportrayalcaninfluenceaudience perceptionsofwhatistypicalordesirable(Gerbner1998).Inthis context,thegrowingvisibilityoffathersengagedinhousework andchildcare,andmothersdepictedinprofessionalroles,may contributetoredefiningwhatconstitutesa“normal”or“good” familylifeincontemporaryJapan.
Bydepictingfathersaspresentandcompetentcaregivers, advertisementsmaygraduallyreshapepublicperceptionsof fatherhoodbeyondthehistoricallyperipheralorpassiveroles identifiedinearlierscholarship.Similarly,thedepictionofworking mothersmayreinforcethelegitimacyofmaternalemployment alongsidecaregivingresponsibilities.Indoingso,these commercialsalignwithrecentpolicyinitiativesaimedat promotingsharedparentalresponsibilityandaddressing demographicconcernslinkedtowork-lifeimbalance.
Advertising’scapacitytocirculateandnormalizeparticular imagesoffamilylifepositionsitasameaningfulactor.Overtime, suchrepresentationsmaycontributetoabroadersocialclimatein whichmoreequitableparentingrolesareincreasinglyexpectedand celebrated.
Areas of Further Research
Futureresearchcouldexpanduponthisstudyintheformof alarger-scalecontentanalysisorquantitativeempiricalresearchon Japanesevideoadvertisementstoidentifybroaderpatternsand moresystematicallymeasureshiftsinparentalrepresentation.A
largersamplesizeorlongitudinaldesignwouldprovideamore comprehensiveunderstandingofhowportrayalsofcaregivinghave evolved.
BeyondtheJapanesecontext,comparativecross-cultural researchwouldoffervaluableinsightintohowparentingand genderrolesarerepresentedacrossdifferentsocialandcultural environments.Forexample,examiningadvertisinginNordic countries—oftencharacterizedasamongthemostgender-equal societies—wouldenableacomparativeanalysisofhowvarying levelsofgovernmentsupportorinstitutionalizedgenderequality arereflectedinadvertisingnarratives.Suchcomparisonscould illustratetherelationshipbetweenpolicyframeworks,cultural norms,andmediarepresentationsofcaregiving.
Furtherresearchmightalsoexamineplatform-specific differencesbyexpandingbeyondtelevisionandprintadvertisingto includedigitalandsocialmediaplatforms.Thiswouldallow scholarstoassesswhetherparentingmessagescirculate consistentlyacrossmediaorvarybyplatform,audiencetargeting, andmarketingstrategy.
Finally,futurestudiescouldinvestigateaudiencereception andimpact.Towhatextentdochildrenandparentsinternalize, resist,orreproducethevaluesandexpectationspresentedin advertisements?Exploringhowsuchportrayalsinfluenceattitudes, behaviors,andunderstandingsofgenderroleswouldprovide valuableinsightintothebroadersocialimplicationsofparenting representationsinmedia.AsGrauandZotos(2016)suggest, incorporatingtheperspectivesofadvertisingprofessionals themselvescouldfurtherilluminatewhethersuchportrayalsare intendedtoperpetuatestereotypes,strategicallyrespondtomarket trends,orsimplyreflectperceivedsocialrealities. Conclusion
MuchhaschangedinJapanesesocietyinrecentdecades regardinggenderequalityandparenting,particularlyinresponseto thecountry’spersistentlydecliningbirthrate.Arguablynot coincidentally,thisthesisfindsthatcontemporaryJapanese commercialsdepictmoreinvolvedfathersparticipatingin childcareanddomesticlabor,alongsidemothersmaintaining careersandidentitiesoutsidethehome.Althoughtraditional portrayalshavenotdisappearedentirely,thefindingssuggesta discernibleshiftinhowparentalgenderrolesarerepresented comparedtothoseidentifiedinmid-2000sscholarship.
Giventhecapacityofvideoadvertisementstoreinforce, shape,andpotentiallytransformsocialnormsandvalues,the growingvisibilityofengagedfathersandworkingmothersmay helpexpandsocietalexpectationsoffatherhoodandpromotemore balancedformsofparenting.Whilerepresentationalchangealone cannotresolveJapan’sbroaderstructureanddemographic challenges,theseevolvingportrayalsmaynonethelesscontributeto fosteringamoresupportiveandfamily-friendlysocial climate—oneinwhichmothersarenotexpectedtogiveuptheir careersforchild-rearing,paternalinvolvementisnormalized,and prospectiveparentsfeelmoreconfidentandsupportedinhaving andraisingchildreninJapan.
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