Fatherhood nowadays

November 18th, 2013 § 0 comments

What do people think of when they hear fatherhood?

like this?

or perhaps like this?

My point is people are stereotypical and when it comes to parenthood, people would point fingers and immediately think the men are irresponsible, lazy and unorganized. But is it true? That men are less likely to have a caring heart? That they lack the feeling of responsibility and the ability to pay attention to details when it comes to parenting? The Sound ,a qualitative market research firm took an unordinary approach to explore the modern fatherhood.

Rather than constantly monitoring the observed group, The Sound let the chosen Dads to take  the video cameras home and record video diaries for six months. This user-generated content allows the marketers to fully observe the behaviors unobtrusively.   The documentary was meant for analysis purposes, but the amount of love and emotion attached to it gave the public a different view of the contemporary men.  Here is a quick peak:

The video diaries featured seven dads with seven cameras and in three cities. Everyone of them has a unique circumstance, some are broken families and others are simply not biologically related. I was lucky to have seen the entire documentary in one of my lecture and I just couldn’t stop myself from tearing up. It was ordinary, there was sadness, there was delightfulness, most importantly there was LOVE. The documentary had such a big impact on me that my view on 21st century men has completely revised itself and with no doubt, The Sound has also marked its name in my memory.

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