Strategic Commodification of Motherhood in Post-Modern Social Media Spaces: Exploitation of Motherhood by Mothers Themselves within the Late Capitalist Societies to Earn a Living

Motherhood is an identity, an experience, a concept and an institution, a discourse produced by both hegemonic and subversive discursive practices. Therefore, motherhood is an identity constantly negotiated by both normative and non-conforming gender identities. This study proposes that considering the perversion of normative ideas of motherhood that regulate how motherhood is conceptualised and performed, motherhood should be deconstructed to uncover how dominant and hegemonic constructions of motherhood marginalise non-conforming identities. The objective of this study was to assess the exploitation of motherhood by mothers themselves within the late capitalist societies to earn a living. The study adopted a qualitative research approach. It involved a critical analysis of social media posts by female social media personalities who are mothers. Secondary data was obtained through library and desktop research of critical texts. The target population was African mothers who are social media influencers. Analysis of the data was done by organizing information in a logical sequence and eventually presenting it as themes. These themes were presented and discussed according to the findings from the research question in line with the tenets of Commodification theory. The findings were that influencer mothers have debunked the patriarchal views of motherhood by redefining motherhood in the social media spaces. They have turned their commodification and exoticisation into a means of gaining wealth. These mothers serve as an inspiration to other mothers that indeed mothers can regain their maternal agency. Moreover, upcoming authors can draw from their examples to write texts which resonate with the current trends in motherhood.

Commodification, Exploitation, Social Media Spaces, Social Media Influencers

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