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Gestaltning av moderskap hos influencers på Instagram: en kvalitativ studie om det samtida moderskapet i en tid av prekarisering och sociala medier

Thedéen, Maja LU (2023) SOCK10 20231
Sociology
Abstract
This paper examines embodiments of motherhood on Instagram among influencers. The study analyzes what types of embodiments occur through affect theory, framing theory and performativity. The data that has been analyzed consists of Instagram posts from 10 Swedish influencers who post about motherhood. The analysis reveals often use of strong affects, which are often performed specifically with and through gratitude. At times, motherhood is shown as tough
and lonely, and in these cases the influencer embodies relatability and intimacy to their followers. The embodiments of motherhood that occur on Instagram are mostly normative and do not challenge current ideals surrounding motherhood. Another aspect is that the influencers tend to frame... (More)
This paper examines embodiments of motherhood on Instagram among influencers. The study analyzes what types of embodiments occur through affect theory, framing theory and performativity. The data that has been analyzed consists of Instagram posts from 10 Swedish influencers who post about motherhood. The analysis reveals often use of strong affects, which are often performed specifically with and through gratitude. At times, motherhood is shown as tough
and lonely, and in these cases the influencer embodies relatability and intimacy to their followers. The embodiments of motherhood that occur on Instagram are mostly normative and do not challenge current ideals surrounding motherhood. Another aspect is that the influencers tend to frame themselves as experts in their motherhood, referring to knowing their child best by being the child’s mother. This view implicates an idea about motherhood involving the mother being the primary caregiver and always knowing best what the child needs. Embodiments are also often revolving around consumption, for mother or child. Phenomena mentioned above can be understood through modern sociological theory about precarity, digital society, motherhood, welfare and work. The study can conclude that motherhood on Instagram often appears to balance
between being relatable and being strong and competent. (Less)
Please use this url to cite or link to this publication:
author
Thedéen, Maja LU
supervisor
organization
course
SOCK10 20231
year
type
M2 - Bachelor Degree
subject
keywords
motherhood, social media, influencers, affect theory, performativity, Instagram
language
Swedish
id
9119761
date added to LUP
2023-06-27 18:10:27
date last changed
2023-06-27 18:10:27
@misc{9119761,
  abstract     = {{This paper examines embodiments of motherhood on Instagram among influencers. The study analyzes what types of embodiments occur through affect theory, framing theory and performativity. The data that has been analyzed consists of Instagram posts from 10 Swedish influencers who post about motherhood. The analysis reveals often use of strong affects, which are often performed specifically with and through gratitude. At times, motherhood is shown as tough
and lonely, and in these cases the influencer embodies relatability and intimacy to their followers. The embodiments of motherhood that occur on Instagram are mostly normative and do not challenge current ideals surrounding motherhood. Another aspect is that the influencers tend to frame themselves as experts in their motherhood, referring to knowing their child best by being the child’s mother. This view implicates an idea about motherhood involving the mother being the primary caregiver and always knowing best what the child needs. Embodiments are also often revolving around consumption, for mother or child. Phenomena mentioned above can be understood through modern sociological theory about precarity, digital society, motherhood, welfare and work. The study can conclude that motherhood on Instagram often appears to balance
between being relatable and being strong and competent.}},
  author       = {{Thedéen, Maja}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Gestaltning av moderskap hos influencers på Instagram: en kvalitativ studie om det samtida moderskapet i en tid av prekarisering och sociala medier}},
  year         = {{2023}},
}