Motherhoods, Markets and Consumption
The Making of Mothers in Contemporary Western Cultures
Edited by Stephanie O'Donohoe, Margaret Hogg, Pauline Maclaran, Lydia Martens, Lorna Stevens
To Be Published September 16th 2013 by Routledge – 296 pages
Description
It takes more than a baby to make a mother, and mothers make more than babies. This edited collection brings together a range of international studies to explore the role of markets and consumption in the making of mothers.
Combining personal accounts from many mothers with different theoretical perspectives and organized into four main sections, this book:
- Considers how advertising, media and consumer culture contribute to myths and stereotypes concerning good and bad mothers
- Explores how particular consumer choices are bound up with women’s identities as mothers
- Highlights how mothers deal with social expectations, marketing practices and family taste in feeding their families
- Explores the role of consumption for women entering different phases of their mothering lives: such as pregnancy, early motherhood, and the "empty nest"
- Considers how women’s identities as mothers do not exist in isolation, but are shaped by their interactions with others, both within and beyond the immediate family
Motherhoods, Markets and Consumption examines how marketing and consumer culture constructs particular images of what mothers are, what they should care about and how they should behave; exploring how women's use of consumer goods and services shapes how they mother as well as how they are seen and judged by others.
Contents
1. The Making of Mothers (Stephanie O'Donohoe, Margaret Hogg, Pauline Maclaran, Lydia Martens and Lorna Stevens) Part I: Motherhood as an Ideological, Mediated Project 2. Motherhood in the Movies, 1942-2010: Social Class Mobility and Economic Power (Elizabeth C. Hirschman) 3. Designing Mothers and the Market: Social Class and Material Culture (Alison J. Clarke) 4. How to be a Mother: Expert Advice and the Material Subject (Mary Jane Kehily) 5. Negotiations of Motherhood: Between Ideals and Practice (Malene Gram and Helle Pederson) Part II: Feeding Motherhood 6. "It won't do her any Harm" they said, "Or they wouldn't put it on the Market": Infant Weaning, Markets and Mothers' Narratives of Trust (Julia Keenan and Helen Stapleton) 7. Contesting Food: Contesting Mothering? (Bente Halkier) 8. Food, Cooking and Motherhood amongst Bosnian Refugees in Sweden (Helene Brembeck) 9. Images of Motherhood: Food Advertising in Good Housekeeping Magazine, 1950-2010 (David Marshall, Margaret Hogg, Teresa Davis, Tanja Schneider and Alan Petersen) Part III: Motherhood, Consumption and Transitions 10. Bouncing Back: Reclaiming the Body from Pregnancy (Lisa O’Malley and Maurice Patterson) 11. Managing Pregnancy Work: Consumption, Emotion and Embeddedness (Caroline Gatrell) 12. Engaging with the Maternal: Tentative Mothering Acts and the Props of Performance (Tina Miller) 13. Mothers and their Empty Nests: Employing Consumption Practices to Negotiate a Major Life Transition (Carolyn F. Curasi, Pauline Maclaran and Margaret Hogg) 14. Whose Work is it Anyway?: The Shifting Dynamics of Accountability and Responsibility in Family Mealtime Practices (Benedetta Cappellini and Elizabeth Parsons) Part IV: Consumption and Contested Motherhood Identities 15. Mothering, Poverty and Consumption (Lisa Glass, Kathy Hamilton and Katherine Trebeck) 16. On Markets and Motherhood: The Case of American Mothers of Children Adopted from China (Amy Traver) 17. Spectacular Pregnancy Loss: The Public Private Lives of the Santorums and Duggars at the Intersection of Politics, Religion and Tabloid Culture (Linda Layne) 18. Pregnancy, Privacy and Personhood in the Consumer Socialization of Expectant Mothers (The VOICE Group)
Author Bio
Stephanie O’Donohoe is Professor of Advertising and Consumer Culture at the University of Edinburgh, UK
Margaret Hogg is Fulgoni Professor of Consumer Behaviour and Marketing at Lancaster University Management School , UK
Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London, UK
Lydia Martens is Senior Lecturer in Sociology at Keele University, UK
Lorna Stevens is Senior Lecturer in Marketing at the University of the West of Scotland, UK
Name: Motherhoods, Markets and Consumption: The Making of Mothers in Contemporary Western Cultures (Hardback) – Routledge
Description: Edited by Stephanie O'Donohoe, Margaret Hogg, Pauline Maclaran, Lydia Martens, Lorna Stevens. It takes more than a baby to make a mother, and mothers make more than babies. This edited collection brings together a range of international studies to explore the role of markets and consumption in the making of mothers.
Combining personal accounts...
Categories: Marketing, Consumer Behaviour, Gender, Consumption, Gender Studies - Soc Sci, Critical Management Studies