#: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram

Popular culture has recently seen the emergence of the so-called comical wine mom persona, particularly on social media sites such as Instagram. Given the increasing use of alcohol amongst women and the emergence of alcohol as a tool for women and mothers to assert agency and gender equity, a critic...

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Main Authors: Kelly D Harding, Lisa Whittingham, Kerry R McGannon
Format: Article
Language:English
Published: SAGE Publishing 2021-05-01
Series:Substance Abuse: Research and Treatment
Online Access:https://doi.org/10.1177/11782218211015195
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author Kelly D Harding
Lisa Whittingham
Kerry R McGannon
author_facet Kelly D Harding
Lisa Whittingham
Kerry R McGannon
author_sort Kelly D Harding
collection DOAJ
description Popular culture has recently seen the emergence of the so-called comical wine mom persona, particularly on social media sites such as Instagram. Given the increasing use of alcohol amongst women and the emergence of alcohol as a tool for women and mothers to assert agency and gender equity, a critical analysis of wine mom culture warrants attention. Forty Instagram posts associated with the #winemom hashtag were selected using theoretical sampling and analysed using reflexive thematic analysis. The central objective was to use a postfeminist lens to critically explore how wine mom culture is part of the consumption, (re)production and (re)configuration of the ideologies of ‘good’ and ‘bad’ motherhood occurring in online gendered spaces. The findings demonstrated the ubiquity of wine mom culture and its contribution to normalized images and meanings of ‘liberated motherhood’ that may have problematic sociocultural and health implications related to women’s alcohol consumption.
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spelling doaj.art-bfa7cbff87f54d17907050b00d97c1342022-12-21T20:25:57ZengSAGE PublishingSubstance Abuse: Research and Treatment1178-22182021-05-011510.1177/11782218211015195#: An Analysis of Motherhood, Alcohol Use and #winemom Culture on InstagramKelly D Harding0Lisa Whittingham1Kerry R McGannon2Psychology Department, Laurentian University, Sudbury, ON, CanadaDepartment of Child and Youth Studies, Brock University, St. Catharines, ON, CanadaSchool of Kinesiology and Health Sciences, Laurentian University, Sudbury, ON, CanadaPopular culture has recently seen the emergence of the so-called comical wine mom persona, particularly on social media sites such as Instagram. Given the increasing use of alcohol amongst women and the emergence of alcohol as a tool for women and mothers to assert agency and gender equity, a critical analysis of wine mom culture warrants attention. Forty Instagram posts associated with the #winemom hashtag were selected using theoretical sampling and analysed using reflexive thematic analysis. The central objective was to use a postfeminist lens to critically explore how wine mom culture is part of the consumption, (re)production and (re)configuration of the ideologies of ‘good’ and ‘bad’ motherhood occurring in online gendered spaces. The findings demonstrated the ubiquity of wine mom culture and its contribution to normalized images and meanings of ‘liberated motherhood’ that may have problematic sociocultural and health implications related to women’s alcohol consumption.https://doi.org/10.1177/11782218211015195
spellingShingle Kelly D Harding
Lisa Whittingham
Kerry R McGannon
#: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram
Substance Abuse: Research and Treatment
title #: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram
title_full #: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram
title_fullStr #: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram
title_full_unstemmed #: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram
title_short #: An Analysis of Motherhood, Alcohol Use and #winemom Culture on Instagram
title_sort an analysis of motherhood alcohol use and winemom culture on instagram
url https://doi.org/10.1177/11782218211015195
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