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master's thesis
Profesionalizacija majčinstva mama-blogerica
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2023. urn:nbn:hr:131:300386
Benčec, Petra
University of Zagreb
Faculty of Humanities and Social Sciences
Department of Ethnology and Cultural Anthropology
University of Zagreb
Faculty of Humanities and Social Sciences
Department of Sociology

Institutional repository: ODRAZ

Cite this document

Benčec, P. (2023). Profesionalizacija majčinstva mama-blogerica (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:300386

Benčec, Petra. "Profesionalizacija majčinstva mama-blogerica." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences; University of Zagreb, Faculty of Humanities and Social Sciences, 2023. https://urn.nsk.hr/urn:nbn:hr:131:300386

Benčec, Petra. "Profesionalizacija majčinstva mama-blogerica." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences; University of Zagreb, Faculty of Humanities and Social Sciences, 2023. https://urn.nsk.hr/urn:nbn:hr:131:300386

Benčec, P. (2023). 'Profesionalizacija majčinstva mama-blogerica', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences; University of Zagreb, Faculty of Humanities and Social Sciences, accessed 25 August 2024, https://urn.nsk.hr/urn:nbn:hr:131:300386

Benčec P. Profesionalizacija majčinstva mama-blogerica [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2023 [cited 2024 August 25] Available at: https://urn.nsk.hr/urn:nbn:hr:131:300386

P. Benčec, "Profesionalizacija majčinstva mama-blogerica", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb; University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:131:300386

Metadata
TitleProfesionalizacija majčinstva mama-blogerica
Title (english)The professionalization of motherhood of mom bloggers
AuthorPetra Benčec
MentorSanja Potkonjak (mentor)
MentorKsenija Klasnić (komentor)
Committee memberTihana Rubić (predsjednik povjerenstva)
Committee memberSanja Potkonjak (član povjerenstva)
Committee memberKsenija Klasnić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of Ethnology and Cultural Anthropology)
Zagreb
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of Sociology)
Zagreb
Defense date and country2023-02-14, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Ethnology and Anthropology
Ethnology
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Specific Sociologies
Abstract
Rad donosi opis kvalitativnog istraživanja kojim se proučavao fenomen mama-blogerica u Hrvatskoj. Provođenjem polustrukturiranih intervjua s deset mama-blogerica, došlo se do rezultata koji pokazuju da je glavna motivacija mama-blogerica za pokretanjem blogova o majčinstvu njihova potreba za podrškom i utjehom drugih majki koje dijele slično iskustvo u prvim mjesecima majčinstva. Progovarajući iskreno i realno o svim aspektima majčinstva te suosjećajući jedna s drugom, mame-blogerice i njihove pratiteljice formiraju zajednicu međusobne podrške koja u konačnici reinterpretira poimanje majčinstva, odnosno kreira vlastitu koncepciju prihvatljivog majčinstva. Istovremeno, takvo autentično pisanje i odgovorno kreiranje sadržaja privlači sve veću publiku, što pak dovodi do monetizacije blogova i/ili profila. Suradnje s brendovima potiču neke od sugovornica na pokretanje vlastitih poslova koje su primorane usklađivati s obiteljskim obvezama, često na štetu poslovnih ambicija. Iako osnažuju žene, blogovi o majčinstvu mogu biti i platforma za posramljivanje majki i njihovu međusobnu osudu, naročito zbog dijeljenja sadržaja o vlastitoj djeci.
Abstract (english)
The paper provides a description of qualitative research that studied the phenomenon of mom-bloggers in Croatia. By conducting semi-structured interviews with ten mom bloggers, the results showed that the main motivation of mom bloggers for starting blogs about motherhood is their need for support and comfort from mothers who share a similar experience in the first months of motherhood. Speaking honestly and realistically about all aspects of motherhood and sympathizing with each other, mom bloggers and their followers form mutual support that ultimately reinterprets the concept of motherhood, that is, creates their own conception of acceptable motherhood. At the same time, such authentic writing and responsible content creation attracts a larger audience, which in turn leads to the monetization of blogs and/or profiles. Collaborations with brands encourage some of the interviewees to start their own businesses, which they are forced to balance with family obligations, often at the expense of business ambitions. While empowering women, motherhood blogs can also be a platform for shaming mothers and judging each other, especially for sharing content about their own children.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:131:300386
Study programmeTitle: Ethnology and Cultural Anthropology (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra etnologije i kulturne antropologije (magistar/magistra etnologije i kulturne antropologije)
Study programmeTitle: Sociology (double major); specializations in: Research, Teaching
Course: Research
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2023-02-15 11:47:33