The politics of NASCAR dads: Branded media paternity

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25 Scopus citations


The figure of the NASCAR dad emerged in the 2002 and 2004 campaign seasons to signal the importance of white, male Southern voters to politicians and their political parties. Analysis of television news coverage of NASCAR dads shows that it privileges patriarchal masculinity, the Republican Party, and corporate consumerism - all of which were propelled to high visibility by the NASCAR Corporation's place in these stories. Television news produces NASCAR dads as an "emotional brand," a population of citizen-consumers representing the appropriation of patriotism, Christianity, and fatherhood, deployed in a politically conservative fashion.

Original languageEnglish (US)
Pages (from-to)245-261
Number of pages17
JournalCritical Studies in Media Communication
Issue number3
StatePublished - Aug 2007


  • Branding
  • Masculinity
  • Political communication
  • TV news


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