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A Content analysis of Bobs Burgers

Jacqualyn Correro
SOCI 4309 Qualitative Methods
Dr. Rachel Romero
Department of Sociology

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Introduction
It is a no brainer that parenting in media has changed and is still changing from the
traditional style into a more modern approach. Television plays a big part in showing how
parenting has changed over the years; from Leave It to Beaver to the popular Bobs burgers.
Parenting in modern day television is the topic I will be researching. I will be looking at how
parents, punish, teach and communicate to their children through the popular FOX series Bobs
Burgers, created by Luren Bouchard in 2011. This study aims to analyze how parenting is
portrayed in the modern TV series Bobs Burgers.
Bobs Burgers is an intimate look into a quirky family as they balance work as a team
against trials and tribulations, while they try to run a business as well as family life. Bobs
Burgers is an animated modern day, adult series with 6 seasons beginning in 20011. It is a
comedy by nature, however I will strictly focus on family matters and the real life situations that
it portrays. The wacky antagonistic scenarios end up embodying how real life families work
together to overcome obstacles and grow together, as well as individuals.
Whether the show is watched for entertainment or taken seriously, there are several
things that need to be looked out for, such as what parenting fails to do in the show, how
authority is used between children and parents and the supervision the parents have of the
children. If the show is being watched for knowledge purposes, the show can mislead of what a
good parent actually is and teach children things that are not acceptable in real life, such as
talking back to their parents or doing and saying things that are not appropriate or against the
rules. Television is used as a tool as much as for entertainment and needs to be monitored
accordingly.

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Literature Review
The representation of family and parenting in modern media has grown concerns in
todays social norms, involving a plethora of research data and topic discussions over the
portrayal in media. Research over the representations of parenting also explains the effects it has
on the viewers, such as parents and soon to be parents. Parenting styles have shifted from the
strict gender roles played by each mother and father, to the shared styles of and authoritative
figure and a more lenient parent. The all American family has been deconstructed from the
white, two parent house hold to a more mixed and accepted single parent home. By depicting a
modern, more realistic view of family through media, Margaret Tally suggests it relates to the
same conflicts that the viewer experiences in their everyday life. Viewers conceptualize the
media based families as a true representation of family obstacles and problems. The continuing
paper will illustrate different discussions and research over how family is portrayed in modern
television.
The shift of the meaning of family and parenting is largely due to historical events over
time explained by (Laura Oswald, 317-319) a beginning factor was the Baby Boom, and the
influence of television erupted, showing civil rights movements, the Vietnam War and political
struggles. Another factor being the Black Power movement with the assassination of Martin
Luther King, Jr and Robert F, Kennedy. Followed by the Womens Rights movement which
challenged gender roles, gave women a voice and allowed women in sports. Oswald suggests
that the decentralization of business organizations, the recognition of America as a
confederation of multicultural identities rather than a melting pot, the inclusion of womens
voice in public policy and consumer segmentation of the traditional family, are all examples of
the deconstruction of patriarchy in our time (Oswald 314); Which have all had a significant

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impact of the tremendous transition from traditional family into modern family. The changes in
households do not seem satisfying to everyone having to accept them. Today the united states is
a society without clear, unitary set of family ideals and values. Many Americans are groping for
a new paradigm of American family life, but in the meantime a profound sense of confusion and
ambivalence reigns (Oswald 323). Parenting is practiced differently in each household and
largely influenced on how the parents were brought up, that being republican, conservative,
democratic, liberal etc. Some prefer law to intervene in ones family life when parenting is at
hand and others suggest that parenting should be left up to the parents. Families are groups
within which power structures exists, which are not and should not be regulated by state law. In
addition, laws cannot and should not cater for the nuances in personal relationships, and neither
should they impose dominant ideologies upon personal lives of individuals (Rautenbach 523).
The different stances on the matter then leaves yet another debate for television to depict the
different parenting styles in a variety of TV shows.
Looking at the growing changes of the meaning behind what a family use to mean, into
what a family means today, can be widely viewed in modern television. The shift in media from
Leave it to Beaver and Andy Griffin show into the popular modern sit coms like Modern Family
and Bobs Burgers gives an insight of how society has alternated from the conventional
household to the more modernized way we experience today. According to Laura Oswald The
family unit was more or less a centralized hierarchy of relationships. Todays family forms a
decentralized network of relationships where decision-making tends to flow in all directions.
(Oswald 311)Keeping up with the times is a continuing trend media follows when producing
articles and television shows, for example keeping up with the Joness and keeping up with the
Kardashians. Oswald suggests that the current state of the American family is not merely

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reflected in modern culture and advertising, but is the end product of a dialectical interplay of
influences between social institutions and marketing communication (Oswald 310).
Along with family, parenting has changed from traditional to a more modern style of
parenting. According to Dr. Thomas Gordon parents are encouraged to accept their children
unconditionally and to avoid labeling and judging. Parents are also encouraged to avoid the
temptation of punitive behavioral reinforcements such as rewards and punishments (Lindquist
149). The type of parenting seen in traditional family movies and sitcoms is the style modern
parenting techniques are steering away from. The all American family is changing and the
parenting styles are alternating parallel with it. The Adlerian-Dreikursian mode helps family
members to take ownership of problems and feelings. This allows for mutual respect and is
essential for the democratic parenting approach. Such approach allows children and parents to be
equal in the sense that they both have the right to dignity and respect (Lindquist 152). The
research determines an equal more laid back way of approach is a more realistic way to gain
respect and a better behavior of ones child. Research suggest that the new modern way of
parenting styles may result in a more negative way. In an analysis done over the reality show
Supernanny, (which uses a traditional style of parenting) by Christophersen, Edward R. states
that writers have responded to this kind of criticism by challenging the lenient direction of
parenting has taken in the past thirty years. In their view, young parents today are much nicer
than in earlier generations, and as a result, children have taken over as the rulers of the roost
(Margret Tally 26).
Television and media, since the beginning, have been used as a tool for parenting, family
values and a variety of different lessons to be learned. According to Liselott Assarsson, The
media distribute images and ideas of how to be a happy well-functioning family (Assarsson 79).

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Such as traditional sitcom with a lesson to be learned at the end. Now most things viewed on
television is for merely pleasure. There are less wholesome family shows broadcasted like the
Brady bunch and Full house. Many times because that type of family and or entertainment is not
what is not culturally preferred to view. Media practices display good as well as bed images of
parenting and these images can be seen as fashioning norms that function as frames of references
for how to be(come) good (Assarsson,79). There are dangers when using modern television as a
tool for parenting or life lessons, some viewers see the show as reality or relatable and expect a
similar if not same outcome perceived from the thirty-minute scripted program. Viewers who
are parents as well as those who may become parents are receiving information about the
parental role from television which may contribute to their expectations about what the role is or
should be, as well as how others solve the common problems of everyday life (Way and Dail
491).
Lastly, the way family and parenting is portrayed in television has many complementary
outlooks of how it was first portrayed until now. The transition of society over time has taken the
definition of family and parenting with it. Research explains the reasons for cultural change over
time and why family has changed and the historical background associated with the word family.
Media continues to change its way of catering to the viewers as the world around changes first. A
traditional family is no longer the norm in society, and it is not a most watched sitcom any
longer. In an analysis of the show Supernanny by Tally Margarete she found the behaviors of
the children are so exaggerated that most viewers have the ability to distance themselves
somewhat from the show, as they watch in fascination and horror as the family implodes in front
of their very eyes (Margrett 7). Television has shifted a family from traditional and lesson based
into modern and entertaining.

Data and Methods

This study utilizes unobtrusive method to analyze How parenting is portrayed in the
modern TV series Bobs Burgers. I conducted a content analysis of six episodes of the modern
TV series Bobs Burgers at random, so that I have a more appropriate outlook of the show so my
results and research is not skewed and note every instance where these types of behaviors are
shown. Choosing shows at random prevents my research from being skewed. For this study I
only used Peer reviewed articles through credited sites from the campus library resources.
Bobs Burgers is an intimate look into a quirky family as they balance work as a team
against trials and tribulations, while they try to run a business as well as family life. Bobs
Burgers is an animated modern day, adult series with 6 seasons beginning in 20011. It is a
comedy by nature, however I will strictly focus on family matters and the real life situations that
it portrays. The wacky antagonistic scenarios end up embodying how real life families work
together to overcome obstacles and grow together, as well as individuals.
Bobs Burgers was chosen as my main focus of data based on its modern popularity and
main focus is family. Bobs Burgers first aired in 2011 and since has made 6 successful seasons
with 93 episodes. The show focuses on a modern day family playing out every day scenarios and
situations as any other family based television series does. The television show often shows lack
of authority from parents, foul language of the children and basic understanding of actions of the
family.
Because I was interested in how parenting in television has changed over the years until
now, the way parenting is portrayed in the modern television series Bobs Burgers content

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analysis seemed to be the best data for my research question: How parenting is portrayed in the
modern TV series Bobs Burgers.
I watched six random episodes from the past three seasons of Bobs Burgers on Netflix
looking for certain instances of how authority was used by the parents, how parents
communicated with their children and how or if parents stayed in the strict gender roles often
seen in a traditional family television series. Once I collected my data and analyzed the content I
began coding the material into three separate themes or analytical codes. Grouping my dada into
three separate themes helped me combine instances into each category for better analysis.
There are a couple restraints I encountered during my study. The first restraint I came
across was there was plenty of data and articles pertaining to other television shows and the
negatives and positives of the modern family but not a single article over Bobs Burgers. Another
restraint is the fact that the TV series is entertainment based and labeled an adult cartoon series
which gave more concern that my research question may not relate to my data. In the end,
regardless of the restraints, the content analysis did indeed help to answer my research question.

Data Analysis
The reason for my study was to understand How parenting is portrayed in the modern
TV series Bobs Burgers. To understand properly, I watches 6 episodes from the first four
seasons of Bobs Burgers. Season one episode 1 and 5, season two episode 1, season three
episode 3, season four episode 1 and 20. The analysis I conducted helped better understand the
way parenting was done. What I found throughout my analysis answered my research question
How parenting is portrayed in the modern TV series Bobs Burgers.

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During the collection of my analysis I observed three recurring themes of parenting in all
episodes I watched. The first theme I found was how parenting roles between mother and father
are bounded to the strict gender roles normally found in a traditional family TV series. The
second theme I found was how the parents lack authority that they use with their children and the
third theme I found was how the communication process used by the parents to speak to their
children was adult like. I will explore each theme and examples from each episode below to help
better see Bobs Burgers through more critical lenses.

Theme 1: Parenting roles between mother and father are bounded to strict gender roles.
One of the recurring themes in the 4 seasons of Bobs Burgers was that the common strict
gender roles were very much present. Based on my findings, the common recurrence was the
father was the authoritative figure (if any), he was the man of the house and did the manly duties
around the restaurant while the mother tended to motherly duties and was a more feminine
character. Throughout the show there were many instances of how the parents stayed in societies
view as strict gender roles.
Every episode showed an example of how the parents played out strict gender roles as
soft mother and hard father. For instance in season 1, episode 1, the opening day of the
restaurant, Tina, the oldest daughter explains to Bob, her dad, that her crotch was itchy and Bob
told Tina how that is problem she needs to talk to her mother about. In episode 5, Linda the
mother asks Bob for permission to do a dinner theatre in the restaurant because he makes the
rules in the family, she nags him until he agrees. In season 2, episode 1, Linda cooks supper for
the family and cleans up afterwards while the father relaxes. In season 3, episode 3, in the middle
of the night Linda and Bob hear a loud noise down stairs and Linda tells Bob to go down stairs

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and make sure everything is ok. In season 4, episode 1, Bob takes the children camping and is in
charge of the hunting and gathering, the tent set up and the fire making. In episode 20, Linda is
the sports mom and is all excited about her son being a cheerleader while Bob is unconcerned
with them.
The gender roles are not as strict in Bobs Burgers as in the more traditional TV shows but
they are not as neutral as ones first thought might be of the show. The parents stay in the gender
roles throughout each season without being completely gender biased. The modern approach
would share gender roles and break the barriers of society. Although Gene the son breaks the
Gender role of a son, the parents do not.

Theme 2: The Parents lack firm authority with their children.

One of the recurring themes in the 4 seasons of Bobs Burgers was that authority was not
very much present. Based on my findings, the common recurrence was the parents lacked any
authority over their children. The parenting styles were more understanding and loose.
Throughout the show there were many instances of how the parents ignored the moments when
authority was needed and should have been used.
In season 1, episode 1, Louise the youngest girl was told by Bob her father to not change
the daily special chalk board and the second he left she changed it to say the molester burger and
that it came with candy and once the father realized it had been changed he brushed it off by
even making a joke about it, saying the man that ordered the burger looked like a child molester.
Another example is how the kids lock Bob out of the restaurant and is told several times by both
parents to let him in and they disobeyed; the children were not punished for it. In episode 5, there
were instances where the children would cuss or make rude and vulgar comments and neither

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parent seemed to acknowledge or mind. In season 2, episode 1, the children sneak out of the
house to find treasure in an old taffy factory. When the parents find the children they do not
mind that the children sneak out nor are they punished for it, the dad is bothered because the
children split up and loose Louise. In season 3, episode 3, the children are fired so they can enjoy
their summer because their father did not get to and the children get jobs working on a week
farm, when the parents find out there are no questions or punishments or even a single talk about
it. In season 4, episode 20, Gene the son yells and talks back to his mother about cheerleading
then storms out and all Linda says is how Gene is no longer her favorite. Gene was not punished
after the argument.
Authority was a nonexistence in the TV series, with the children using foul language,
talking back to their elders and believing they had the free will to do as they please. In a
traditional family sitcom Authority is a major theme in each episode. Normally at the end there is
a lesson to be learned, in Bobs Burgers there is no lesson. A parenting model designed by Cline
and Fay in 1990 emphasizes respect and dignity for the children while simultaneously allowing
children to live by the consequences of their own choices (Lindquist 151).

Theme 3: Communication process used by the parents to speak to their children is adult
like.
The last recurring themes in the 4 seasons of Bobs Burgers was that the communication
used by Bob and Linda was very truthful and understanding. Based on my findings, the common
recurrence was the parents spoke to their children in a more auld manor and less like they were
children. The parenting styles were more understanding and loose. Throughout the show there
were many instances of how the parents were brutally honest and very blunt.

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In season 1, episode 1, Bob tells Gene to bring the man that looks like a child ,molester
his burger because he is not likely to be molested because he is heavy and then proceeds to tell
Tina that she cannot bring the burger to him because she is not good with the customers. In
episode 5, Gene is in his parents room when they are discussing strip clubs and dinner theatres
and they tell him exactly what and how they are when he asks. In season 2, episode 1, when the
kids break into the taffy factory and Louise gets lost, she had fallen down a booby trap and Linda
tells her she is going to have to stay in there because she has no reception and cannot call for
help, instead of telling her she will be fine and they will get her out. Bob also tells the kids while
the Taffy factory is being demolished that they are all going to die inside, instead of telling them
it was going to be ok and they were going to live. In season 4, episode 1, Linda tells the children
on the way to the campsite that they are all going to die because they do not know how to camp,
instead of telling them it will be fun. In episode 20, when Tina tells her parents she is trying out
for cheerleading Bob makes it very clear to the children that they cannot be anything they want
to be and dismisses the idea of Tina cheerleading.
The parenting style of Honesty is used the most throughout all of the episodes being blunt
with the children. In the end the children end up being able to deal with rough situations when
faced on their own. Being honest and open with children seem to be the popular way of parenting
in modern day. The contemporary child is constructed in terms of individuality, respect,
equality, and competence. Parenting is described as a problematic relationship and the mode for
solving this is talking. Skilled parents are thus portrayed as understanding, reflecting and
communicating (Assarsson 80).

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Conclusion
This analysis I conducted, was to answer How parenting is portrayed in the Modern TV
series Bobs Burgers. There were 3 themes present through the 6 episodes of 4 seasons of Bobs
Burgers. All themes were supported through my analysis.
The first theme I found is that parenting roles between mother and father are bounded to
strict gender roles. This theme is present in all 6 episodes of the 4 seasons of Bobs Burgers. The
mother Linda stays to womanly and motherly duties like cooking, cleaning and taking care of the
kids. Bob the father stays in the manly gender role by taking charge in situations and making the
shots when it comes to decision making.
The second theme is that the parents lack firm authority with their children. One of the
recurring themes in the 6 episodes of the 4 seasons of Bobs Burgers was that the parents had a
lenient hand when dealing with punishing their children. The children disrespected authority and
therefore did ad they pleased
The last theme is that the communication process used by the parents to speak to their
children is adult like. The last recurring themes in the 6 episodes of the 4 seasons of Bobs
Burgers was that the communication used by the parents was a more adult like stance on
parenting. The children had a voice and the parents spoke to the children without the sugar
coating most parents would use.
The idea that parents need to stay in strict gender roles is an old approach to parenting,
the more modern view is that a man can stay at home and a woman can work; there is no need to
place what role each parent should be in. Leaving parenting in gender specific roles can confuse
children later on in life.

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Being authoritative with children is questioned and researched much more than it was
before. Now discipline has softened over time and parents are encouraged to use a softer voice
and to explain the wrong doing instead of punishing. Parenting is no longer left up to the parents
to do.
Lastly the way parents communicate with their children has also changed over time. The
famous because I said so is a depleting phase used by parents. Parents are being more honest
and truthful, there is a lot less sugar coating of concepts and situations. Even with the modern
day changes and theories, there are still plenty of parents who practice the traditional style of
parenting.

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Lindquist, Thomas G. and Korey L. Watkins.2014.Modern Approach to Modern Challenges: A

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Margaret, Tally.2008.Reality Television and the Contemporary Family Life. American

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