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“Mommy meets Money”: Digitized forms of affective labor among ‘mommy’ bloggers and the biopolitical production of ‘life’ as a marketable commodity

Gjinishi, Erla LU (2018) SIMV18 20181
Graduate 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:
author
Gjinishi, Erla LU
supervisor
organization
course
SIMV18 20181
year
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}},
}