This study was conducted to investigate norms for motherhood and gender equality among Swedish mothers. The aim was to find if there are differences in how women relate to the norms, how they control impressions they send out, and if there is any conflict regarding these norms. Used theoretical framework was norms in general and impression management. We used a qualitative approach, and conducted interviews with mothers of young children.   The results show that women relate to the norms about the good mother as a norm, feeling guilt and shame, not being able to reach up to all expectations, but also facing sanctions when being too good. On the other hand we find that the Swedish gender equality ideal, aren’t a norm but an ideal and that some women refer to equality in the household as a question of that both should be satisfied. We believe this is a proof of that the Swedish equality has not yet been integrated in the society norms, for our informants. We also find that norms and ideal affect the impression management. Various number of expectations therefore results into a norm conflict for the mother. All together these expectations are unreachable, and results in sanctions of for example guilt and shame. We introduce a new concept to describe all these norms and the norm conflict within the mother; norm conglomeration. Our conclusion are that to be a good mother you must be moderate both related to motherhood norms and ideals of gender equality.

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