Capdevila, R, Dann, C, Lazard, L, Roper, S and Locke, A (2022) #mothersday: Constructions of motherhood and femininity in social media posts. Feminism and Psychology. ISSN 0959-3535

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Images and representations of parenting, and particularly mothering, have become commonplace on social media platforms over the past decade. These displays, however, take place in the context of popular contemporary discourses around gender and parenting that are in many ways prescriptive. This paper explores the constructions of mothering online through an analysis of posts about mothers on Mother’s Day from 2018 to 2020. Data were collected from Instagram and Twitter using tags such as #mothersday, #happymothersday and #motheringsunday. Both content and thematic analyses were conducted. This paper will consider three main themes that were identified in the data: ‘beauty & biology’; ‘grief & loss’ and ‘care (& Covid)’ with a focus on constructions of gendered parenting and family through the explicit celebration of the lives and roles of mothers. The findings provide insight into normative constructions of gender and how these are mediated through the affordances of social media platforms in a neoliberal context.

Item Type: Article
Additional Information: article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Natural Sciences > School of Psychology
Depositing User: Symplectic
Date Deposited: 07 Jun 2022 08:04
Last Modified: 19 Aug 2022 13:52

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