The unlimited joy, ‘once you start you can’t stop’: masculinity in domestic technology commercials in Turkey

Abstract

Recently, studies have begun examining men’s interaction with domestic space to explore changing forms of masculinity and domesticity, arguing that housework has become a leisure activity for men, with domestic technologies serving as tools (toys) for them to engage with. In this article, we explore how men in Turkish television commercials of domestic technologies are portrayed and how these portrayals construct and reconstruct discourses of domesticity and masculinity. We aim to understand men’s relationship with masculinity, home and domestic work in these commercials. Alongside leisure and fun, we explore the construction of discourses of masculinity and domesticity through specific themes such as the naughty scientist, the self-seeking purchaser, and the flirtatious chef. We argue that seeing more men on screen does not democratise domesticity since the equal share of workload at home is still far from being realised even in these portrayals. We also argue that domesticity is aestheticized with the participation of men and technology. Finally, women are used as instruments by men in reconstructing their masculinity through heterosexuality.