A1 Journal article (refereed)
Mothers’ self-representations and representations of childhood on social media (2023)


Kallioharju, M., Wilska, T.-A., & Vänskä, A. (2023). Mothers’ self-representations and representations of childhood on social media. Young Consumers, 24(4), 485-499. https://doi.org/10.1108/YC-06-2022-1541

The research was funded by Strategic Research Council at the Research Council of Finland.


JYU authors or editors


Publication details

All authors or editorsKallioharju, Minna; Wilska, Terhi-Anna; Vänskä, Annamari

Journal or seriesYoung Consumers

ISSN1747-3616

eISSN1747-3616

Publication year2023

Publication date19/05/2023

Volume24

Issue number4

Pages range485-499

PublisherEmerald

Publication countryUnited Kingdom

Publication languageEnglish

DOIhttps://doi.org/10.1108/YC-06-2022-1541

Publication open accessOpenly available

Publication channel open accessPartially open access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/87139


Abstract

Purpose
The purpose of this paper is to examine mothers’ social media accounts that focus on children’s fashion. The authors probed children’s fashion photo practices as representations of the mothers’ extended self and the kind of childhood representations produced by the social media accounts. They also investigated mothers’ perceptions of children’s privacy when engaging in sharenting – the sharing of information about children or parenting online.

Design/methodology/approach
The study is based on 16 semi-structured interviews with Finnish mothers who had Instagram accounts focusing on children’s fashion.

Findings
Children’s fashion photos play a diverse role in mothers’ identity work. The photos can be used to express a mother’s taste and aesthetic skills, to express values, to fit into peer groups and to store memories of oneself and the children. Through the photos, representations of the prevailing Finnish childhood ideals, such as authenticity, naturalness and playfulness, are reproduced. The mothers perceived the children as part of their extended self and justified sharenting with mother- and child-centered arguments.

Originality/value
Through shedding light on the practices of social media fashion photography, this paper provides insights into how commercialism and social media shape cultural expectations for both motherhood and childhood. The paper contributes to previous research on sharenting, extending it to the context of fashion photography.


Keywordsmotherschildren (age groups)parenthoodsocial mediaself-expressionrepresentation (mental objects)fashionconsumptionappearance (looks)photographsprivacyconsumer behaviour

Free keywordsmotherhood; extended self; self-representation; consumption; childhood; children’s fashion; children’s clothing; social media; sharenting; purchase requests; online media; other media and children

Fields of science:


Contributing organizations


Related projects


Ministry reportingYes

VIRTA submission year2023

JUFO rating1


Last updated on 2024-12-10 at 16:45