Mummy influencers and professional sharenting
Mummy influencers and professional sharenting
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木乃伊影响者和专业分享
DOI：
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发表时间：
2021
影响因子：
2.4
通讯作者：
Lia Novello
中科院分区：
文献类型：
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作者：
A. Jorge;Lidia Marôpo;Ana Margarida Coelho;Lia Novello
分享育儿（在社交媒体上分享育儿）已经成为一种普遍的活动，其中一些父母成为家庭的影响者。女性影响者的数量一直在上升，部分原因是她们可以替代不稳定的就业市场。本文对11名葡萄牙木乃伊和家庭影响者进行了定性研究，分析了2.5年来观察到的社交媒体内容，以及媒体对他们的讨论。它关注的是这些女性内容创作者如何作为影响者描绘育儿和家庭、工作与生活的平衡，以及她们对隐私和亲密关系的界限。它展示了杰出的木乃伊影响者如何再现了一种新自由主义精神，这种精神倾向于在后紧缩和不稳定的背景下，通过促进与观众的相关性的情感话语，将其转化为本质上的消费主义议程，来协调母亲和职业的个人管理。
Sharenting (sharing parenting on social media) has become a widespread activity, and some of those parents become family influencers. Female influencers have been on the rise, partly as an alternative to the precariousness of the job market. This article presents a qualitative study on 11 Portuguese mummy and family influencers, analysing social media content observed throughout 2.5 years, as well as media discourses on them. It focuses on how these female content creators portray parenting and family, work–life balance as an influencer and their boundaries for privacy and intimacy. It demonstrates how prominent mummy influencers reproduce a neoliberal ethos which favours an individual management of reconciling motherhood and a career in the context of post-austerity and precarity, through an emotional discourse that promotes relatability with the audience, converted into an essentially consumerist agenda.