Academy of Finland
Funding decision
Applicant / Contact person Mäkinen, Katariina
Organisation Tampere University
Project title
Changing contours of women's work: the case of 'mommy blogging'
Decision No. 326562
Decision date 13.06.2017
Funding period 01.01.2019 - 14.09.2021
Funding 141 912
WebFOCUS Report
Project description
This research traces the changing contours of gendered work and focuses on ‘mommy blogging’. Blogging is an increasingly popular hobby but also a form of professional work. Bloggers, most of whom are women, tell stories about their everyday lives, create communities and build their blogs into brands that interest both readers and commercial agencies. The research investigates practices of ‘mommy blogging’ in order to understand forms of gendered work that are shaped by digital technologies, self-branding and entrepreneurship as well as by ideals and practices of intensive parenting. The methodological approach of the research consists of bloggers’ interviews and virtual ethnography.