Diverse Yet Hegemonic: Expressions of Motherhood in “I'm a Mormon” Ads

@article{Chen2014DiverseYH,
  title={Diverse Yet Hegemonic: Expressions of Motherhood in “I'm a Mormon” Ads},
  author={Chiung Hwang Chen},
  journal={Journal of Media and Religion},
  year={2014},
  volume={13},
  pages={31 - 47}
}
The LDS Church's multi-million-dollar “I'm a Mormon” ad campaign has been largely seen as indicating the Church's desire to alter public perceptions about Mormons. I read these ads differently by focusing on how Mormon ideology is perpetuated. I argue that these ads send a clear, although subtle, message about Mormon family values, especially the ideal of womanhood/motherhood. While showing diverse Mormon women in various social positions, these ads reaffirm, not defy, the “traditional” gender… 
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