Black Fathers in TV Commercials: Representation, Media, and Family Narratives

This episode of I Am Dad Podcast features a timely and important conversation from the Moynihan Institute for Fatherhood Research and Policy on how Black fathers are portrayed in television commercials and popular media. Guest host Dr. David Miller sits down with Dr. Jeffrey Shears and Dr. Janice Kelly to discuss their research study on the portrayal of Black fathers in TV commercials. The conversation explores how Black fathers are often made invisible, reduced to background roles, or narrowly depicted in ways that do not reflect the lived experiences of many Black families. The episode opens with a discussion of well-known advertising moments, including the public response to ads where Black fathers were absent from family-centered images. From there, the conversation moves into a deeper analysis of why representation matters, how advertising shapes public perception, and what Black fathers themselves said when asked to respond to commercials featuring fathers and families. This episode explores: • Why Black fathers are often missing or minimized in advertising • How TV commercials shape cultural narratives about family • Why authentic portrayals of Black fatherhood matter • What Black fathers said about how they want to be represented • The importance of showing fathers as nurturing, loving, funny, and present • Why intergenerational images of Black fathers, sons, and grandfathers matter • How advertisers can do better by listening to Black fathers directly • The need for more research on Black fathers in television, cable, faith communities, and grandparenthood The discussion also highlights a critical truth: Black fathers are not asking for perfect portrayals. They are asking for full portrayals. They want to be seen as caregivers, protectors, workers, nurturers, disciplinarians, partners, sons, grandsons, fathers, and grandfathers. They want commercials and media images that reflect the complexity, tenderness, humor, responsibility, and generational strength that exist in Black family life. This episode is essential viewing for advertisers, media professionals, researchers, practitioners, fathers, families, and anyone who cares about reshaping the narrative around Black fatherhood.

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