Ruby Franke, a YouTube momfluencer, is discussed in this podcast. Topics include her controversial parenting style, arrest for child abuse, and the exploitative practices of mom influencers. The hosts also talk about harmful birth ideals, dangerous claims made by momfluencers, and their own personal promotion.
Momfluencers promote an exclusive, idealized image of motherhood through curated and sponsored content.
Momfluencers can contribute to the spread of harmful ideologies, misinformation, and exploitative practices.
Momfluencer culture can negatively impact maternal mental health by creating feelings of inadequacy and isolation.
Deep dives
Momfluencer Culture: From Real Talk to Aspiration
The origins of momfluencer content can be traced back to the early 2000s when mommy bloggers emerged, sharing raw and honest accounts of motherhood. These bloggers created a sense of community and provided a space for discussing the challenges of parenting. However, with the advent of social media platforms like Instagram, a shift occurred towards aspirational content. Momfluencers began partnering with brands and promoting products, leading to the rise of sponsored content or Sponcon. This shift brought a more curated and aesthetically driven approach to motherhood, with visuals becoming the primary focus. Mormonism has also played a significant role in shaping momfluencer culture, as many early momfluencers were Mormon. The emphasis on recording life milestones and the cultural expectation for women to focus on domesticity aligns with the values of momfluencers. Overall, momfluencers tap into the cult of prosperity, the cult of the nuclear family, and the cult of whiteness, promoting an idealized and exclusive image of motherhood.
The Dark Side of Momfluencer Culture
While there are various categories of momfluencers, some of the dark sides of momfluencer culture include the exploitative use of children for clout and profit. Children featured in social media content become working children without legal protections similar to child actors. Momfluencers have also been associated with spreading misinformation and harmful ideologies, particularly in cases involving QAnon, Evangelical Christianity, multi-level marketing, and anti-science rhetoric. These momfluencers often present their messages in an aesthetically pleasing and authoritative manner, leveraging their maternal identity to influence their followers. The competitive nature of momfluencer culture can also contribute to a sense of inadequacy and the need to maintain an unrealistic facade. Additionally, the monetization of content through sponsorships and brand deals has led to an emphasis on visual perfection rather than genuine connection and support.
The Impact of Momfluencer Culture on Maternal Mental Health
Momfluencer culture has drawn criticism for its negative impact on maternal mental health. By presenting an idealized version of motherhood, momfluencers can create feelings of inadequacy and comparison among their followers. The curated and stylized content often fails to capture the full range of emotions and challenges that come with being a mother. This can lead to feelings of isolation and self-doubt. Additionally, the monetization and brand partnerships within momfluencer culture can contribute to a competitive environment, further exacerbating feelings of inadequacy and pressure to maintain a certain image. The need to constantly present a picture-perfect life can take a toll on the mental well-being of both momfluencers and their followers.
The Cult of Aspiration in Momfluencer Culture
Momfluencer culture has created a cult-like environment through its emphasis on aspiration and the pursuit of an idealized motherhood. Momfluencers often promote an image of perfection, showcasing beautiful homes, curated aesthetics, and seemingly perfect family dynamics. This relentless pursuit of an unattainable ideal can lead to feelings of inadequacy and self-doubt among mothers who compare themselves to these curated images. The cult-like aspects of momfluencer culture become apparent in the competitive nature, the promotion of harmful ideologies, and the exploitation of children for clout and profit. It is important for individuals to critically evaluate momfluencer content and maintain a realistic perspective on motherhood.
The Influence of Momfluencers and the Cultish Aspects
Momfluencers on social media, particularly on Instagram, have gained significant popularity and influence. They often portray an idealized version of motherhood, promoting various products, lifestyles, and beliefs. However, there are cultish aspects to their influence, with some momfluencers pushing extreme ideas and practices that can be harmful. They may promote pseudoscience, such as anti-vaccination or anti-sunscreen beliefs, disregarding the potential risks and impact it can have on people's health. Additionally, some momfluencers exploit vulnerable mothers by presenting themselves as saviors and offering solutions to the challenges of motherhood. This can lead to an unhealthy reliance on their advice and an unrealistic pursuit of perfection. While not all momfluencers engage in cult-like behavior, it is essential for viewers to be cautious, critical, and discerning when consuming their content.
The Impact on Vulnerable Mothers and the Need for Awareness
Mothers, particularly those who are disenfranchised and in need of support and answers, are susceptible to the influence of momfluencers. The challenges they face, from inadequate maternal healthcare to financial burdens, contribute to their vulnerability. Momfluencers often exploit these issues, portraying themselves as the solution and creating a sense of community. However, it is important for mothers to be aware that not all momfluencers have their best interests at heart. They may co-opt social justice issues or claim authority on topics without proper expertise. It is crucial for mothers to seek out diverse sources of support and information, engage critically with momfluencer content, and remain mindful of their own agency and the importance of their personal experiences and choices as mothers.
Behold, a re-air of our most popular episode of 2023—The Cult of Momfluencers—which takes on new relevance, thanks to the disturbing recent case of (allegedly) abusive YouTube momfluencer Ruby Franke!
Motherhood is hard, lonely, and exhausting... except, apparently, if you're a momfluencer. Since the mid-2000s, a crop of seemingly perfect, all-knowing mommy goddesses in billowy tunics have emerged on social media—and we can't help but feel that their highly monetizable (often misinformation-ridden) internet presences basically exist to make other moms feel less than. This week, with the help of journalist and real-life mother Sara Petersen, author of the book MOMFLUENCED, Isa and Amanda spill the (organic, non-toxic, totally baby-safe) tea about how famous internet moms have become their own kind of 21st Century cult leader.
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