Construction of Motherhood in Social Media: Representation, Expectations and Self-Conception in the Light of Self-professionalization

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The research project aims to understand the production of meaning of social roles – here in relation to motherhood – through a social constructivist approach. In a digitalized society the research assumes that the image of motherhood is constructed by the media. Therefore, it does not only influence the “Mumfluencers” in their activities but is equally relevant the (role) self-image of those who are indirectly involved in the production as commentators and thus participants. Available studies suggest that the media offer orientation functions during an increasing individualization of lifeworlds and family forms. Accordingly, it can be assumed that the digital image portals like Instagram used by (young) women are helping to shape their self-image as mothers - especially in view of the growing popularity of so called "mumfluencers" who specifically emphasize their motherhood online. The research perspective understands motherhood as a production process ("Doing Motherhood"). Consequently, we use a multi-method design, which aims to simultaneously highlight and question role models who are constructed by the media. This is done first by analyzing the staging of female actors on Instagram. Measured by terms of reach, users popularity are included to understand which image of motherhood finds resonance and to what extent this is associated with increasing self-professionalization, understood as an orientation towards marketing and the advertising industry. A survey of active "mumfluencers" suggests challenges for female producers and how they reflect on their role while publishing motherhood. The analysis of the comments makes it clear which narratives are negotiated and appreciated by the community. In summary the results can show whether and to what extent the increasing self-professionalization of popular female actors leads to a role model that promotes normative expectations of motherhood - and what scope is opened for negotiating motherhood. The project can thus tie in with existing international studies on the topic and can close an existing research gap through its constructivist approach. A reflection on media narratives of motherhood seems more necessary because motherhood is currently confronted with manifold, divergent, sometimes standardized and backward-looking demands and expectations. This sense of a re-traditionalization is especially visible in the current public discourse.