Starkt historiskt och kulturellt rotade normer kan vara problematiska eftersom personer som avviker från dem riskerar att bli utsatta för hat. Mom-shaming är ett begrepp som beskriver fenomenet när kvinnor får kritik för sitt sätt att vara i sin roll som mamma. En mamma som har blivit utsatt för mom- shaming är influencern Ida Warg. Syftet med studien är att genom ett genusperspektiv, kvalitativt och semiotiskt analysera influencern Ida Wargs bildkommunikation på Instagram för att se om hon framställer sin roll som mamma på ett normativt sätt. Genom att redogöra för vad bilden vill göra med betraktaren – påverka och engagera, eller erbjuda – fastställs vilken betydelse genus har för skapandet av mammarollen. Tio utvalda bilder analyseras utifrån sju kategorier som är kopplade till kvinnans roll som mamma: Moderskap, Omsorg och uppfostran, Traditionell kärnfamilj, Betalt arbete, Fritid, Miljö, samt Skönhet. Resultatet visar att historiska normer kopplade till mammarollen är ett faktum även i dagens samhälle. Ida Warg bekräftar flera förlegade normer i sin bildkommunikation samtidigt som hon diskret utmanar andra. Studien redovisar att normer är underliggande strukturer som påverkar vårt samhälle. Genom att problematisera mom-shaming belyses därmed vikten av medvetandegörandet och ifrågasättandet av normer. Avslutningsvis diskuteras hur sociala mediers makt kan både vara orsak till och lösning på problemet med mom-shaming. Lösningen kan förslagsvis ske genom uppmaning av användandet av hashtaggen #stopmomshaming. / Historically and culturally norms are socially acceptable and can be problematic for people who behave in nonconformity with them because of risk of garner hatred. Mom-shaming is a term that describes the phenomenon when women get criticism and hatred for their act in their role of mother. A woman whom has been subject to this shaming, is mother and influencer Ida Warg. With the purpose of studying norms associated with female role as mother, this paper analyzes the visual design and composition of ten photographs posted by Ida Warg to her Instagram. Theories of gender and semiotics are used as frameworks, for qualitatively study if Ida Warg mediates her role as a mother normatively on her Instagram. The photographs are analyzed according to seven categories associated with mothering: Motherhood, Care and raise of child, Traditional nuclear family, Paid work, Leisure time, Entourage and Beauty. Considering the female role as mother, the result shows that historically rooted norms are still a fact. This paper argues for Ida Warg both certifying and challenging the social norms associated with mothering. Finally, this paper discusses how obsolete norm associated with the female role as mother, as a result of cyberhate such as mom-shaming, lingers and prevents gender equality. Henceforth, this paper also discusses the power of social media, being both reason why and solution to mom-shaming. One solution may be the exhortation of the hashtag #stopmomshaming.

The goal of this study was to understand black women’s perspectives on stay-at-home mothering and examine the ways in which Mocha Moms, Inc. provides support. Twelve African American mothers from three chapters of Mocha Moms, Inc. were interviewed and data were analyzed and coded for themes. Findings indicate that participants did not aspire to stay home with their children. Additionally, participants reject stereotypical ideas of at-home mothering. They also see themselves as the primary educators of their children. Finally, they do not feel respected in the black community or in society.

Text in English, isiZulu and Afrikaans / The topic of work-life balance has gained much attention in recent years. A focal point remains the effects of maternal employment on the well-being of women and children, despite shifts in society towards gender equality. The aim of this study was to explore the experiences of mothers who either had chosen to stay at home after having children or to continue with full-time employment; and how their decision impacted their lives. This qualitative study, based on the Social Constructionist paradigm, and Second Order Cybernetics and Feminist Theories, included interviews with four full-time employed and four stay-at-home South African mothers. The data were analysed using hermeneutic analysis. The findings suggest that the participants’ tensions regarding motherhood and employment were strongly influenced by structural obstacles at work and at home, interpersonal relationships with other mothers, as well as intrapersonal experiences. Breastfeeding was identified as a prominent topic within the various themes. / Eminyakeni yamuva nje ukulinganisela phakathi komsebenzi nokuphila kwasekhaya kube undabamlonyeni. Indaba eseqhulwini kuseyiwo umthelela wokusebenza komama enhlalakahleni yabesimane nezingane, yize sekube nezinguquko emphakathini endabeni yokulingana kobulili. Inhloso yalolu cwaningo kwakuwukuhlola lokho okwehlele omama abakhethe ukuhlala ekhaya ngemva kokuzalwa kwezingane noma abaqhubeka besebenza isikhathi esigcwele; nokuthi isinqumo sabo sibe namuphi umthelela ekuphileni kwabo. Lolu cwaningo olwalubheka umnyombo, olusekelwe embonweni weNhlanganyelo Yomphakathi, kanye ne-Cybernetics Yohlelo Lwesibili Nemibono Yabalweli Besifazane, lwalubandakanya izingxoxombuzo nomama abane baseNingizimu Afrika abasebenza isikhathi esigcwele kanye nabanye abane abahlala ekhaya. Ulwazi lwahlaziywa kusetshenziswa uhlaziyo lokucubungula okulotshiwe. Okwatholakala kubonisa ukuthi izinto ezaziyingqinamba kubabambiqhaza ngokuphathelene nokuba umama nokusebenza zazilawulwa kakhulu yizithiyo zesikhundla emsebenzini nasekhaya, ubudlelwano nabanye omama, kanye nalokho ababhekana nakho uma bezihlola ekujuleni. Ukuncelisa ibele kwakubhekwa njengesihloko esiqavile phakathi kwalezo zihloko ezinhlobonhlobo. / Die kwessie van ‘n werk-lewe balans geniet die afgelope paar jaar baie aandag. 'n Brandpunt in die literatuur is steeds die gevolge van ma’s se indiensneming op die welstand van vroue en kinders, ondanks verskuiwings in die samelewing ten opsigte van geslagsgelykheid. Die doel van hierdie studie was om die ervarings van vroue te ondersoek wat óf kies om tuis te bly, óf om voltyds te bly werk wanneer hulle kinders kry; en hoe die besluit hul lewens beïnvloed. Die kwalitatiewe studie, gebaseer op ‘n sosiaal-konstruksionistiese uitgangspunt, en ekosistemiese en feministiese teorieë, het onderhoude met vier voltydse werknemers en vier tuisbly ma’s in Suid-Afrika ingesluit. Die data is ondersoek met behulp van hermeneutiese analise. Die bevindinge dui daarop dat die deelnemers se spanning rakende. / Psychology / M.A. (Psychology)