Gestaltning av moderskap hos influencers på Instagram: en kvalitativ studie om det samtida moderskapet i en tid av prekarisering och sociala medier

Sammanfattning: This paper examines embodiments of motherhood on Instagram among influencers. The study analyzes what types of embodiments occur through affect theory, framing theory and performativity. The data that has been analyzed consists of Instagram posts from 10 Swedish influencers who post about motherhood. The analysis reveals often use of strong affects, which are often performed specifically with and through gratitude. At times, motherhood is shown as tough and lonely, and in these cases the influencer embodies relatability and intimacy to their followers. The embodiments of motherhood that occur on Instagram are mostly normative and do not challenge current ideals surrounding motherhood. Another aspect is that the influencers tend to frame themselves as experts in their motherhood, referring to knowing their child best by being the child’s mother. This view implicates an idea about motherhood involving the mother being the primary caregiver and always knowing best what the child needs. Embodiments are also often revolving around consumption, for mother or child. Phenomena mentioned above can be understood through modern sociological theory about precarity, digital society, motherhood, welfare and work. The study can conclude that motherhood on Instagram often appears to balance between being relatable and being strong and competent.