This article investigates the intimate cultures of Finnish influencer mothers. Through in-depth qualitative interviews with four Finnish influencer mothers and online observation of their social media accounts, the article asks how influencers negotiate the feeling rules that govern maternal femininity on social media and attempt to cope with the emotional weight of precarious social media work. The article argues for using the affective practice of anxiety as a theoretical concept to explore the influencers’ routinized emotional behaviour in their attempts to decrease the discrepancy between their emotions and cultural expectations. The article suggests that although anxiety can be considered a negative side effect of stressful social media work, sharing it on social media can also be understood as a tactic that plays a central role in the lifestyle influencer industry. Drawing on Loveday’s analysis of the ‘neurotic academic’, the article suggests that the construction of an entrepreneurial influencer self is underpinned by anxiety. This argument is formulated through the figure of the ‘neurotic influencer’ that is the embodiment of the ambivalent nature of gendered influencer work.

本文研究了芬兰有影响力的母亲的亲密文化。通过与四位芬兰有影响力的母亲进行深入的定性采访并在线观察他们的社交媒体报道，文章提出了影响者如何协商控制社交媒体上孕产女性的感觉规则，并试图应对不稳定的社交媒体工作的情感压力。文章主张使用焦虑的情感实践作为一种理论概念，探索有影响力者的常规情感行为，以尝试减少情感与文化期望之间的差异。该文章建议，尽管焦虑症可以被认为是压力社交媒体工作的负面副作用，但在社交媒体上分享焦虑也可以理解为一种在生活方式影响者行业中起着核心作用的策略。文章根据洛夫戴（Loveday）对“神经学学者”的分析得出结论，企业家有影响力的自我的构建是由焦虑支撑的。这个论点是通过“神经影响者”的图来表达的，它是性别影响者工作的矛盾性质的体现。