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.contributor.institutionCICANT (FCT) - Centro de Investigação em Comunicação Aplicada, Cultura e Novas Tecnologias
dc.date.issued2021
dc.descriptionEuropean Journal of Cultural Studies
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.description.statusNon peer reviewed
dc.formatapplication/pdf
dc.identifier.citationJorge , A M F R , Marôpo , L , Coelho , A M & Novello , L 2021 , ' Mummy influencers and professional sharenting ' , European Journal of Cultural Studies .
dc.identifier.issn1460-3551
dc.language.isoeng
dc.publisherSage Publications
dc.relation.ispartofEuropean Journal of Cultural Studies
dc.rightsopenAccess
dc.subjectMATERNIDADE
dc.subjectMULHERES
dc.subjectCOMUNICAÇÃO
dc.subjectREDES SOCIAIS 
dc.subjectNFLUENCERS
dc.subjectFAMÍLIA
dc.subjectEMPREENDEDORISMO
dc.subjectAUTOCUIDADO
dc.subjectCOMMUNICATION 
dc.subjectSOCIAL NETWORKS
dc.subjectINFLUENCERS
dc.subjectFAMILY
dc.subjectMATERNITY
dc.subjectWOMEN
dc.subjectENTREPRENEURSHIP
dc.subjectSELF-CARE
dc.titleMummy influencers and professional sharentingen
dc.typearticle

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