Mummy influencers and professional sharenting

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dc.contributor.authorJorge, Ana Margarida Ferreira Rato
dc.contributor.authorMarôpo, Lidia
dc.contributor.authorCoelho, Ana Margarida
dc.contributor.authorNovello, Lia
dc.date.accessioned2021-04-22T10:40:37Z
dc.date.available2021-04-22T10:40:37Z
dc.date.issued2021
dc.descriptionEuropean Journal of Cultural Studiespt
dc.description.abstractSharenting (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.pt
dc.formatapplication/pdf
dc.identifier.issn1460-3551
dc.identifier.urihttp://hdl.handle.net/10437/11887
dc.language.isoengpt
dc.rightsopenAccess
dc.subjectCOMUNICAÇÃOpt
dc.subjectREDES SOCIAIS pt
dc.subjectNFLUENCERSpt
dc.subjectFAMÍLIApt
dc.subjectMATERNIDADEpt
dc.subjectMULHERESpt
dc.subjectEMPREENDEDORISMOpt
dc.subjectAUTOCUIDADOpt
dc.subjectCOMMUNICATION pt
dc.subjectSOCIAL NETWORKSpt
dc.subjectINFLUENCERSpt
dc.subjectFAMILYpt
dc.subjectMATERNITYpt
dc.subjectWOMENpt
dc.subjectENTREPRENEURSHIPpt
dc.subjectSELF-CAREpt
dc.titleMummy influencers and professional sharentingpt
dc.typearticlept

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