Abstract
Nowadays, a record number of households are run by single fathers in most of the Western countries. In France, where one family over five is a single-parent family, 23.2 % of minor children are living with their fathers in permanent residence or shared custody, according to the French Ministry of Justice (2011). Whereas some companies, such as PG they enter a traditionally feminine consumption field, which has been considered as a part of the role of the mother and a constructing element of her identity. We identify as well the role of the marketplace in building new relationships between single fathers and their children.
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