“Everything seems so much easier for them” – mothers’ experiences of influencermothers’ portrayals on social media

Abstract

Concepts of motherhood are continuously evolving and are shaped by societal norms, cultural expectations and collective perceptions of what constitutes appropriate maternal behaviour within different communities. As these notions shift over time, mothers frequently find themselves navigating a complex landscape of expectations, many of which are influenced by media portrayals and online discourse. This paper explores how Icelandic mothers perceive the presence and narratives of so-called “momfluencers” – women who share aspects of their lives, particularly their experiences of motherhood, on social media platforms. The aim of this research is to gain insight into how these portrayals affect mothers and to increase awareness of the external pressures that accompany modern parenting in an increasingly digitalised society. Research findings indicate that social media has become a powerful space where parenting norms are not only shared but often idealised. Mothers in particular are susceptible to comparing their own lives to the curated content they see online. This comparison can have a range of social and psychological effects, especially when the images and stories shared by influencer mothers depict motherhood through an unrealistic, idealised or overly polished lens. Such portrayals may lead to feelings of inadequacy or guilt among ordinary mothers who do not see their own experiences reflected in those narratives. As motherhood is already laden with emotional, physical and social challenges, the added layer of performative comparison on social media can exacerbate existing stressors.