ABSTRACT

This paper critically explores how contemporary practices of commercialised self-mediation by “celebrity mothers” increasingly normalise a strongly commodified and consumption-driven vision of motherhood. Drawing on the affordances of mediatisation and self-mediation embedded in the wider neoliberal and celebrity culture mindset, the article analyses how motherhood becomes increasingly linked, in public discourses, to economic relations of acquiring or gaining material goods – rather than being viewed as a socially or individually significant process or role. Looking at mediated discourses in Sweden and Poland, the paper shows how, over time, strong commodity and product orientation becomes a major feature characterising “good” mothers but also a fundamental way of expressing contemporary maternal identities and emotions. However, in doing so, the ever more hegemonic discourse of the commodification of motherhood normalises the wider vision of motherhood as set within a strictly consumption-related mindset founded on social and material status – closely associated with the affluent middle-class – whilst ideologically and tacitly excluding women and mothers who cannot follow discursively constructed celebrity-like lifestyles or patterns of consumption.

摘要

本文批判性地探索了“名人母亲”在当代商业化自我调解的实践中如何日益规范强烈的商品化和消费驱动的母亲观念。借助广泛的新自由主义和名人文化思维中蕴含的中介和自我调解的能力，本文分析了母性在公共场合如何与获取或获得物质商品的经济关系日益联系在一起，而不是被视为社会上的联系。或个别重要的程序或角色。通过观察瑞典和波兰的中介话语，本文表明，随着时间的流逝，强大的商品和产品定位如何成为“好”母亲的主要特征，同时又是表达当代孕产妇身份和情感的基本方式。但是，这样做