This book investigates the changing culture of grandparenting.
Depending on the group, the period, and the family, grandparents
have been powerful patriarchs and matriarchs, reliable second
parents, dependents, burdens, or community figures. The book
examines the history of grandparenting and the changing depiction
of grandparent culture from "old" to "hip," including the
development of the celebrity grandparent, the emergence of media
technologies that allow for new communication and relationships
between grandparents and their grandchildren, new rituals
associated with grandparenting, the growth of the marketing of
grandparenting as a new stage of life, and the impact on our
culture of the commodification of grandparenting. Prior to the
twentieth century, within the United States the idea of the modern
grandparent likely did not even exist. Many people did not live
long enough to reach the grandparent stage of life. Today, people
are living longer, and grandparenting is occupying a longer phase
in one's life. Grandparenting is becoming its own life stage, where
new rituals exclusive to grandparents are emerging. Newer
technologies, such as Skype, Google Hangout and FaceTime, allow
grandparents who are far away to establish relationships with their
children. Many grandparents also use social media and blogs to
chronicle their experiences. Some grandparents have turned their
grandparent lifestyle into a business. The representation of
grandparenting in popular culture is shifting as well. Grandparents
are becoming their own figures on television and film programs,
including reality shows. Others have been thrust into the public
eye across social media. Marketers have realized the power of this
new consumer subgroup and have begun to direct marketing campaigns
to grandparents. Yet, despite the pervasive images of grandparents,
some of which present empowered figures, grandparent representation
in popular media continues to mimic many of the stereotypes
commonly associated with aging, encouraging people to laugh at
versus laugh with these figures. The Third Act: Grandparenting in a
Digital Age examines grandparenting through history, interviews,
and popular culture to study the changing image of grandparents in
society.
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