Online Mothering: The Empowering Nature of a Hashtag Movement Founded on Social Sharing and Stereotype Deconstruction

Rosa Scardigno (), Carmela Sportelli, Paolo Giovanni Cicirelli, Angelica Lops and Francesca D’Errico
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Rosa Scardigno: Department of Educational Sciences, Psychology, Communication, University of Bari Aldo Moro, 70121 Bari, Italy
Carmela Sportelli: Department of Educational Sciences, Psychology, Communication, University of Bari Aldo Moro, 70121 Bari, Italy
Paolo Giovanni Cicirelli: Department of Educational Sciences, Psychology, Communication, University of Bari Aldo Moro, 70121 Bari, Italy
Angelica Lops: Department of Educational Sciences, Psychology, Communication, University of Bari Aldo Moro, 70121 Bari, Italy
Francesca D’Errico: Department of Educational Sciences, Psychology, Communication, University of Bari Aldo Moro, 70121 Bari, Italy

Societies, 2024, vol. 14, issue 5, 1-17

Abstract: Online mothering is an arising and multifaceted phenomenon as the online world offers unique opportunities and risks in a particularly challenging period. The overall aim of this work is to investigate the features of the hashtag movement #itcouldbeme, which was born after a terrible news event concerning a newborn’s death, specifically concerning (a) the e-activation levels; (b) the emotional arousal; (c) the potential presence of deconstruction of stereotypes concerning intensive mothering. To investigate positioning, reactions, and emotions, a database of 394 online posts gathered from popular Italian social networks was created, manually codified, and analyzed through the chi-square test. The results enabled us to deepen the associations among these variables, thus revealing the opportunities for empowerment offered by the socio-cultural positioning, different emotional pathways, and adhesion to this online movement. Finally, implications for professionals and public health issues are discussed.

Keywords: online mothering; hashtag movement; e-participation; counter-stereotype; emotional arousal (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2024
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