Problematising Sharenting of Supermoms in a Neoliberal Context

Abstract The representation of motherhood using digital platforms, which we call sharenting, can shape the socially constructed motherhood identity, i.e., supermoms in modern societies. Despite building a positive identity as mothers, supermoms may unintentionally violate their children’s privacy, instrumentalise, and even monetise the children. We examine sharenting and supermom identities as manifestations of neoliberal repositioning women as mothers and employees with little consideration of their unarticulated struggles. Drawing on a netnographic study of social media practices, we analysed fifteen working supermom accounts with over two hundred thousand followers, where child-related content was shared and posted between 2019 and 2023. We find that sharenting is often employed to construct the identity of supermoms, yet it frequently leads to the exploitation of children for profit-driven purposes, thereby increasing their vulnerability. We contribute to the literature by offering empirical evidence that the supermom identity is a by-product of the neoliberal system, which normalises time-intensive demands on women in the workplace and caregiving roles. Furthermore, we highlight the adverse consequences of sharenting and provide critical insights into the privacy and security risks associated with child-related digital content.