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Language of Parenting: Poland’s Efforts to Promote New Fatherhood Through Outdoor Advertising Campaign

  • Rafał KoszekEmail author
  • Agnieszka Świętek
  • Marcin Semczuk
  • Mariusz Dzięglewski
  • Stanley D. Brunn
Reference work entry

Abstract

Responding to changes in Poland’s declining fertility rate, a smaller household size, two wage-earning household members, an increased divorce rate, and changes taking place in gender power relations in contemporary society, the government implemented a highly visible and public Polish Dads (Tato Polski) promotional “language” campaign in 2015. The campaign drew attention to the need for more fathers to become actively involved in child-rearing. The campaign called for placing 29 highly visible billboards showing fathers with children in prominent locations in 16 cities. To measure the general impression of the campaign, a questionnaire was designed, and a survey was conducted of 199 young Polish women and men in Cracow. They were asked to identify the billboards they liked most and least and why. The results were fairly uniform among women and men, young and older, and married and single. The long-term impact of this project is unknown, but what is known is that there were some clearly favored advertisements that presented fathers and children in a positive light, an objective in accordance with the government plans promoting a new pattern of fatherhood.

Keywords

Europe’s changing demographics Polish fathers Language of parenting Children and dads Media promotion Social survey Parenthood 

Notes

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Rafał Koszek
    • 1
    Email author
  • Agnieszka Świętek
    • 2
  • Marcin Semczuk
    • 3
  • Mariusz Dzięglewski
    • 4
  • Stanley D. Brunn
    • 5
  1. 1.Euroclear BankKrakówPoland
  2. 2.Department of GeographyPedagogical University of CracowCracowPoland
  3. 3.Department of Regional EconomyCracow University of EconomicsCracowPoland
  4. 4.Institute of Philosophy and Sociology/Social Research LabPedagogical University of CracowCracowPoland
  5. 5.Department of GeographyUniversity of KentuckyLexingtonUSA

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