Social media representation of fatherhood in Ghana an analysis of father's day celebration posts on Facebook.

Abstract

This study examines the representation of fathers and portrayal of gender roles in Father's Day posts on Facebook by Ghanaian users. Using a qualitative methodology, the researcher analysed 4,892 relevant posts from 2020-2022. Thematic analysis revealed three dominant themes: appreciation/gratitude for fathers (40.9% of posts), celebrating father figures (38.7%), and remembering deceased fathers (20.4%). These themes challenged the assumptions that Ghanaian fathers are peripheral or authoritarian figures. The representations shifted away from narrow traditional masculine norms by portraying fathers as capable of balancing nurturing care alongside providing financial support and moral guidance. However, the depictions of gender roles were conflicted. While some posts upheld masculine ideals like aggression and female domesticity, others championed caring masculinity and egalitarian co-parenting partnerships. This reflected evolving perspectives embracing more fluid parental responsibilities transcending rigid norms. The analysis concluded that although representations perpetuating patriarchal masculine conventions persisted, some posts promoted progressive conceptualisations aligning with theories of involved fathering's developmental benefits. Therefore, the study recommended the use of educational campaigns, workplace policies, and community programs to reinforce expansive caring fatherhood representations while providing skills training to enable men's hands-on engagement, overcoming systemic gender inequities.