Performing Motherhood: Mommy Bloggers, Momfluencers, and Modern Mothering (Sara Petersen)

Startup Parent

#211 — Momfluencers have taken social media by storm, with their picture-perfect posts and relatable content garnering millions of followers. But what is a momfluencer, exactly?

According to Sara Petersen, a researcher and author of “Momfluenced: Inside the Maddening, Picture-Perfect World of Mommy Influencer Culture”, a momfluencer is someone who has monetized their social media presence using motherhood as the defining feature. This includes professional influencers whose livelihoods depend on their work, as well as everyday moms who perform their motherhood on social media to some extent.

Sara's work sheds light on the impact of social media on motherhood and highlights the need for mothers to approach social media content with a critical eye. She points out that motherhood is a complex and challenging role, and it is important for mothers to have the support and resources they need to navigate its many demands.

Sarah and Sara discuss:

• Sara’s discovery of mommy blogs, and how the performance of motherhood masks the labor.
• The rise of momfluencers, and their impact on marketing, advertising, and content creation.
• The way certain aesthetics influence our perception, feelings, and expectations.
• Making space for the different experiences of motherhood.
• The importance of consuming and creating content with a critical eye.

Links + Resources Mentioned

• Momfluenced: Inside the Maddening, Picture-Perfect World of Mommy Influencer Culture by Sara Petersen
• Sara’s Substack: In Pursuit of Clean Countertops
• Mother Brain by Chelsea Conaboy
• (Not) Getting Paid to Do What You Love: Gender, Social Media, and Aspirational Work by Brooke Erin Duffy

SHOW NOTES

Full show notes at startupparent.com/211