Commodification of Motherhood.An ethnographic study about aesthetical practices from professional Mombloggers

母性的商品化。关于专业妈妈博主审美实践的民族志研究

• 批准号: 443309846
• 负责人: Professorin Dr. Irene Götz
• 金额: --
• 依托单位: Institut für Empirische Kulturwissenschaft und Europäische Ethnologie
• 依托单位国家: 德国
• 项目类别: Research Grants
• 资助国家: 德国
• 项目状态: 未结题
• 来源: https://gepris.dfg.de/gepris/projekt/443309846?language=en
• 关键词: Commodification; Motherhood.An; ethnographic; study; about

The planned project is aimed at investigating female micro-entrepreneurship and seeks to examine the recently emerging phenomenon of Momblogging within a German digital scene. The ethnographic study will contribute to revealing and depicting logics and practices of contemporary work and labour within the so-called creative industries. Based on the concept of „aesthetical capitalism“ (Reckwitz, 2012) this project addresses the commodification of motherhood and related practices of utilizing and commercializing maternal and familiar daily lives in a „creative“ and „aesthetical“ manner. Considering post-Fordist logics of removing and blurring the boundary between work and life from a gender-analytical perspective, the research examines how motherhood has been transformed into a starting point of entrepreneurship, which exploits a displayed lifestyle of motherhood. In doing so, female bloggers share stylized pictures and images of motherhood and family life via their blogs. Following an actor-centered approach, the female perspectives are to be centralized and prioritized. Maternal entrepreneurs’ motivations and legitimizations as well as conflicts and inconsistencies will be ethnographically investigated within a context of prevailing ideas of working mothers. By exploring and reflecting their daily negotiations of merging the (conflicting) needs of aesthetical work and family shelter, the project sets out to discuss the observation of a “new normal” (Tylor and Luckman, 2018), which refers to the emerging process of „normalizing“ aesthetical, yet precarious work in creative industries and digital economy. In doing so, the outlined research will not only contribute to the ethnography of labour but also discuss disciplinary connections to studies of gender, motherhood and, last but not least, digitalization.

该计划项目旨在调查女性微型创业精神，并试图研究德国数字场景中最近出现的“妈妈博客”现象。民族志研究将有助于揭示和描绘所谓创意产业中当代工作和劳动的逻辑和实践。基于“审美资本主义”的概念（Reckwitz，2012），该项目解决了母性的商品化以及以“创造性”和“审美”方式利用和商业化母性和熟悉的日常生活的相关实践。考虑到从性别分析的角度消除和模糊工作与生活之间界限的后福特主义逻辑，该研究探讨了母性如何转变为创业的起点，从而利用了母性的展示生活方式。为此，女性博主通过博客分享母性和家庭生活的风格化图片和图像。遵循以演员为中心的方法，女性的观点将得到集中和优先考虑。母亲企业家的动机和合法性以及冲突和不一致之处将在职业母亲的普遍观念背景下进行人种学调查。通过探索和反映他们关于合并审美工作和家庭住房（相互冲突的）需求的日常谈判，该项目开始讨论对“新常态”的观察（Tylor和Luckman，2018），它指的是创意产业和数字经济中审美但不稳定的工作“正常化”的新兴过程。在此过程中，概述的研究不仅将有助于劳动人种学，还将讨论与性别、母性以及最后但并非最不重要的数字化研究的学科联系。