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Learn It, Buy It, Work It! Performing Pregnancy on Instagram

January 20, 2017

Katrin Tiidenberg (Aarhus University, Denmark and Tallinn University, Estonia) and SMC Principal Researcher Nancy Baym (Microsoft Research, New England) have recently published an article in Social Media + Society that analyzes how pregnancy is performed on Instagram. According to Tiidenberg and Baym,

‘Pregnancy today is highly visible, intensely surveilled, marketed as a consumer identity, and feverishly stalked in its celebrity manifestations. This propagates narrow visions of what a “normal” pregnancy or “normal” pregnant woman should be like.’

Drawing on Tiidenberg’s work during her Ph.D. internship with the SMC (2014), the article asks:

‘[W]hether they [women] rely on and reproduce pre-existing discourses aimed at morally regulating pregnancy, or reject them and construct their own alternatives.’

You can read their findings here.

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