“Mommy meets Money”: Digitized forms of affective labor among ‘mommy’ bloggers and the biopolitical production of ‘life’ as a marketable commodity
(2018) SIMV18 20181Graduate School
Master of Science in Social Studies of Gender
- Abstract
- This study explores the ways in which digitized forms of affective labor among ‘mommy’ bloggers effectuate biopolitical production of ‘life’ as a marketable commodity. Situating the research in a context of a neo-liberal re-structuring of the global order and dissolving biopolitical state boundaries, this study captures the transformation of ‘life’ and its quotidian needs and capabilities into a terrain for commodification. Employing a Critical Discourse Analysis, the study uses the ‘everyday life’ activities manifested in the form of digitized affective labor in the ‘mommy’ blogosphere, as an entry point to research, to explore the blurring of the boundaries between productive and reproductive labor and the suffusion of capitalist market... (More)
- This study explores the ways in which digitized forms of affective labor among ‘mommy’ bloggers effectuate biopolitical production of ‘life’ as a marketable commodity. Situating the research in a context of a neo-liberal re-structuring of the global order and dissolving biopolitical state boundaries, this study captures the transformation of ‘life’ and its quotidian needs and capabilities into a terrain for commodification. Employing a Critical Discourse Analysis, the study uses the ‘everyday life’ activities manifested in the form of digitized affective labor in the ‘mommy’ blogosphere, as an entry point to research, to explore the blurring of the boundaries between productive and reproductive labor and the suffusion of capitalist market logics to ‘life’ in its entirety. As the findings of the study suggest, the biopolitical production of ‘life’ as a marketable commodity in the ‘mommy’ blogosphere manifests via four interrelated ways: the ‘enterprising’ of motherhood and motherly affects; manufacturing of marketable fantasies; commodification of ‘everyday’ rhythms, routines and leisure time; and commodification of ‘mommy’ subjectivities. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8949836
- author
- Gjinishi, Erla LU
- supervisor
- organization
- course
- SIMV18 20181
- year
- 2018
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- affective labor, biopolitical production, everyday life, marketable commodities, virtual economy, reproductive labor, social factory, ‘mommy’ blogging, multitude
- language
- English
- id
- 8949836
- date added to LUP
- 2018-06-27 12:20:33
- date last changed
- 2018-06-27 12:20:33
@misc{8949836, abstract = {{This study explores the ways in which digitized forms of affective labor among ‘mommy’ bloggers effectuate biopolitical production of ‘life’ as a marketable commodity. Situating the research in a context of a neo-liberal re-structuring of the global order and dissolving biopolitical state boundaries, this study captures the transformation of ‘life’ and its quotidian needs and capabilities into a terrain for commodification. Employing a Critical Discourse Analysis, the study uses the ‘everyday life’ activities manifested in the form of digitized affective labor in the ‘mommy’ blogosphere, as an entry point to research, to explore the blurring of the boundaries between productive and reproductive labor and the suffusion of capitalist market logics to ‘life’ in its entirety. As the findings of the study suggest, the biopolitical production of ‘life’ as a marketable commodity in the ‘mommy’ blogosphere manifests via four interrelated ways: the ‘enterprising’ of motherhood and motherly affects; manufacturing of marketable fantasies; commodification of ‘everyday’ rhythms, routines and leisure time; and commodification of ‘mommy’ subjectivities.}}, author = {{Gjinishi, Erla}}, language = {{eng}}, note = {{Student Paper}}, title = {{“Mommy meets Money”: Digitized forms of affective labor among ‘mommy’ bloggers and the biopolitical production of ‘life’ as a marketable commodity}}, year = {{2018}}, }