SOC 320 MBU Parents and Societal Standards Data Analysis

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Introduction: Mothers and fathers face different sets of social and cultural expectations for their behavior as parents. These expectations relate to many aspects of the roles of mother and father, such as the value placed on the role, time spent with children, and emotional investment in the role and corresponding relationships (relative to other investments). Our notions of appropriate mothering and fathering are particular to our social, cultural, and historical circumstances. In this module, you’ll analyze the holidays celebrating our parents – Mother’s Day and Father’s Day – via Mother’s and Father’s Day cards, using them as reflections of our cultural constructions of motherhood and fatherhood.

Step 1: Data Collection: Begin by taking two samples of greeting cards to eventually make an empirical generalization about gender and parenting. To collect your sample of data:

• First, go to https://www.hallmark.com/mothers-day/mothers-day-cards/Links to an external site.. Limit your population by recipient to only “mothers” using the drop-down menu. Then take a simple or systematic random sample of ten cards. Use the attached coding frame to collect your data.
• Second, go to https://www.hallmark.com/fathers-day/fathers-day-cards/Links to an external site. and repeat using Father’s Day cards (limit your population by recipients to only “fathers” and take a ten card simple or systematic random sample). Again, fill in the corresponding coding frame to collect your data.

Step 2: Data Analysis: Once you have collected data for both sets of cards, spend some time analyzing the cards in each frame as well as across the two coding frames to make an empirical generalization. Ask yourself: What trends do you see emerge from your data? What similarities and differences do you see across the columns? What kinds of things did you add in the “other notes” column that were not represented in the existing coding frame?

Step 3: Analysis and Reflection Questions: Briefly (three-four sentences each) write your answers to these questions. Use at least one piece of evidence from your data (a percentage, a count or ratio, an example of an image on a card, a phrase from a card’s text, etc.) to answer each question:

• What was a trend you identified in terms of the aesthetics (appearance) of the cards? How do the aesthetics of the cards reinforce or challenge normative ideals of gender?

• What was a trend you identified about the tone and content (message) of the cards? What do the cards convey about socially acceptable ways of expressing gratitude for your mother and father?

• What do the cards convey about prevailing definitions of “family?” Are the cards biased toward families headed by heterosexual parents, or are they inclusive of other family structures? What evidence can you provide to support your claim?

• What was an emergent theme you identified that was not reflected in the prefigured coding frame? How did you notice this, and why do you think it is worth including in your analysis?