Diverse Yet Hegemonic: Expressions of Motherhood in "I'm a Mormon" Ads
The LDS Church's multi-million-dollar "I'm a Mormon" ad campaign has been largely seen as indicating the Church's desire to alter public perceptions about Mormons. I read these ads differently by focusing on how Mormon ideology is perpetuated. I argue that these ads send a c...
| Published in: | Journal of media and religion |
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| Main Author: | |
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Routledge, Taylor and Francis Group
[2014]
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| In: |
Journal of media and religion
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| Online Access: |
Volltext (Resolving-System) |
| Summary: | The LDS Church's multi-million-dollar "I'm a Mormon" ad campaign has been largely seen as indicating the Church's desire to alter public perceptions about Mormons. I read these ads differently by focusing on how Mormon ideology is perpetuated. I argue that these ads send a clear, although subtle, message about Mormon family values, especially the ideal of womanhood/motherhood. While showing diverse Mormon women in various social positions, these ads reaffirm, not defy, the "traditional" gender roles for women as they emphasize (stay-at-home) motherhood above all other identities. |
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| ISSN: | 1534-8415 |
| Contains: | Enthalten in: Journal of media and religion
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| Persistent identifiers: | DOI: 10.1080/15348423.2014.871973 |