Profesionalizacija majčinstva mama-blogerica

master's thesis

• Title (english): The professionalization of motherhood of mom bloggers
• Author: Petra Benčec
• Mentor: Sanja Potkonjak (mentor)
• Mentor: Ksenija Klasnić (komentor)
• Committee member: Tihana Rubić (predsjednik povjerenstva)
• Committee member: Sanja Potkonjak (član povjerenstva)
• Committee member: Ksenija Klasnić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Ethnology and Cultural Anthropology); Zagreb
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2023-02-14, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Ethnology and Anthropology; Ethnology
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology; Specific Sociologies

Abstract

Rad donosi opis kvalitativnog istraživanja kojim se proučavao fenomen mama-blogerica u Hrvatskoj. Provođenjem polustrukturiranih intervjua s deset mama-blogerica, došlo se do rezultata koji pokazuju da je glavna motivacija mama-blogerica za pokretanjem blogova o majčinstvu njihova potreba za podrškom i utjehom drugih majki koje dijele slično iskustvo u prvim mjesecima majčinstva. Progovarajući iskreno i realno o svim aspektima majčinstva te suosjećajući jedna s drugom, mame-blogerice i njihove pratiteljice formiraju zajednicu međusobne podrške koja u konačnici reinterpretira poimanje majčinstva, odnosno kreira vlastitu koncepciju prihvatljivog majčinstva. Istovremeno, takvo autentično pisanje i odgovorno kreiranje sadržaja privlači sve veću publiku, što pak dovodi do monetizacije blogova i/ili profila. Suradnje s brendovima potiču neke od sugovornica na pokretanje vlastitih poslova koje su primorane usklađivati s obiteljskim obvezama, često na štetu poslovnih ambicija. Iako osnažuju žene, blogovi o majčinstvu mogu biti i platforma za posramljivanje majki i njihovu međusobnu osudu, naročito zbog dijeljenja sadržaja o vlastitoj djeci.

Abstract (english)

The paper provides a description of qualitative research that studied the phenomenon of mom-bloggers in Croatia. By conducting semi-structured interviews with ten mom bloggers, the results showed that the main motivation of mom bloggers for starting blogs about motherhood is their need for support and comfort from mothers who share a similar experience in the first months of motherhood. Speaking honestly and realistically about all aspects of motherhood and sympathizing with each other, mom bloggers and their followers form mutual support that ultimately reinterprets the concept of motherhood, that is, creates their own conception of acceptable motherhood. At the same time, such authentic writing and responsible content creation attracts a larger audience, which in turn leads to the monetization of blogs and/or profiles. Collaborations with brands encourage some of the interviewees to start their own businesses, which they are forced to balance with family obligations, often at the expense of business ambitions. While empowering women, motherhood blogs can also be a platform for shaming mothers and judging each other, especially for sharing content about their own children.

• Keywords: blog; influencerice; mame-blogerice; profesionalizacija; majčinstvo
• Keywords (english): blog; influencers; mom bloggers; professionalization; motherhood
• Language: croatian
• URN:NBN: urn:nbn:hr:131:300386
• Study programme: Title: Ethnology and Cultural Anthropology (double major); Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra etnologije i kulturne antropologije (magistar/magistra etnologije i kulturne antropologije)
• Study programme: Title: Sociology (double major); specializations in: Research, Teaching; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-02-15 11:47:33