Supermoms and motherhood on Instagram

This study tries to investigate the features of motherhood, according to the role presented by mothers on Instagram. It also studies the lifestyle and other aspects of the lives of supermoms and their followers. Reaching these objectives, we have used Netnography and direct observation. The results from thematic analysis involves six main theme as below: “the presentation of perfect motherhood”, “the aestheticization of motherhood”, “Reproduction of traditional patterns of motherhood”, “the presentation of ideal me”, “stylizing of everyday life” and “the presentation of happy family with desired relationship”. Supermoms try to reshape the image of motherhood as a desirable role through aestheticization of it. The ideal and deceptive image of motherhood presented by Supermoms on Instagram, although it may be unattainable for other mothers, has created a new image of motherhood. As well as they provide a new image of motherhood, yet they don’t necessarily challenge the traditional motherhood. In fact, this image is a continuance of the traditional motherhood pattern but in a new appearance. Although motherhood still means sacrifice and love, and is not semantically different from decades ago, Instagram mothers acted differently in maternal and personal identities, as well as in parenting.