Sociology and Popular Television Hallmark and the Representation of Gender, Aging and Inclusivity Before and After 2020

This book examines representations of gender, age and identity across the Hallmark film and television output in relation to specific periods of time that pertain to changes within the specific entertainment sector. Using a comprehensive collection of 628 original Hallmark television films released between January 2015 and December 2023, the book applies content analysis to a variety of quantitative, qualitative, and mixed data, including behind-the-scenes credits, actors and actresses, characters and their narratives, promotional posters, Facebook comments, and official synopsis. In addition to examining diversity of race and religion, it analyses ageism through the portrayal of elders and young people in idealized imagery and stereotypes, inclusivity of LGBTQ and disabled characters, and ageism in relation to both masculinities and femininities. This book will be of interest to readers in fields including gender studies and sociology, visual communication, film and television studies, aging, media and communications, and popular culture.

Chapter 1. Introduction.- Chapter 2. Hallmark’s gender displays through Goffman’s lens: 50 years of feminism and representation.- Chapter 3. Behind the camera: it’s a “she” story directed by “he”.- Chapter 4. Chromatics and staged smiles: diversity and double standards by the numbers.- Chapter 5. Love In the Balance: Gender Dynamics in Hallmark's Happily Ever Afters.- Chapter 6. The Bitter, the Cheerful and the Wise one: representations of aging in Hallmark films.- Chapter 7. Struck by reality but still rich: how inclusive is the new Hallmark film?.- Chapter 8. Cookies and a mother’s hug: the cozy mix of home, hygge and community.- Chapter 9. In God’s name: Hallmark’s journey into faith and religion.- Chapter 10. Ratings and narratives: how Hallmark is responding to new social changes?.- Chapter 11. Conclusion.

Dr. Raisa-Gabriela Zamfirescu is a sociologist and researcher at the University of Bucharest, specializing in media studies, gender representation, and public health research. Her doctoral work in Sociology examined gender representation and tropes in television media, establishing her expertise in analyzing contemporary media phenomena through both quantitative and qualitative methodological approaches. This dual approach has enabled her to develop comprehensive analytical frameworks for examining contemporary television content. She has published extensively in peer-reviewed journals, contributing to scholarly discussions about media representation, public health communication, and social attitudes.

Beyond her academic research, Dr. Zamfirescu maintains active engagement with media analysis through her work as a television critic and blogger. This combination of rigorous academic research and hands-on media analysis expertise uniquely positions her to examine the complex intersections of gender, age, and identity representation in contemporary television media.