Motherhood constructed online : an exploratory study of South African mommy bloggers

Toi, Cassey Alexandre (2018-03)

Thesis (MA) -- Stellenbosch University, 2018.

Thesis

ENGLISH ABSTRACT: When blogging first entered the collective mainstream as part of social media, it was thought there was a clear distinction between online and offline life, that communities needed to have physical form, and that ‘mommy bloggers’ wrote vapid posts about their children. And while those perceptions have changed, there are still elements of those notions that continue to exist. This thesis explores those ideas, and shows a piece of the overall picture that makes up the South African ‘mommy’ blogosphere. This piece of the picture was created using an online focus group, interviews and a thematic analysis of the blogs of thirteen participants. What has emerged is that blogging is a lot of work, which often goes unrecognised. For the popular blogger, it provides social, cultural and material gain. The research also shows that the blog is the electronic body that the blogger uses in the blogosphere, and that the notion of an online and offline space does not hold true.

AFRIKAANSE OPSOMMING: Wanneer blogging as deel van sosiale media die eerste keer in die kollektiewe hoofstroom ingeskryf is, is daar gedink dat daar ’n duidelike onderskeid sal wees tussen aanlyn en aflyn lewe, dat daardie gemeenskappe moes fisiese vorm hê – en dat mamma-bloggers vapiede plasings oor hul kinders geskryf het. En terwyl daardie persepsies meestal verander het, is daar nog elemente van hierdie gedagtes wat bestaan. Hierdie proefskrif verken daardie gedagtes en wys ’n stuk van die algehele prentjie wat die SuidAfrikaanse mamma-blogosfeer uitmaak. ’n Gedeelte van die prentjie is geskep met die hulp van ’n aanlyn fokusgroep, onderhoude en ’n tematiese eksplorasie van die blogs van dertien deelnemers. Wat na te vore gekom het, is ‘n blik op hoe blogging baie werk is, ’n feit wat dikwels ongewaardeërd is. Blogging bied ook sosiale, kulturele en materiële wins vir die gewilde blogger. Die navorsing wys ook dat die blog die elektroniese liggaam is wat die blogger in die blogosfeer gebruik, en dat die idee van ‘n aanlyn- en aflynruimte nie waar is nie.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/103895
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