Make the World Healthy Again: MAHA Moms and the Reimagining of Public Health

Stefania Masè and Alisa Minina Jeunemaître ()
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Alisa Minina Jeunemaître: EM - EMLyon Business School

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Abstract: This article examines how grassroots movements evolve into influential forces capable of reshaping public discourse and policy in public health. Focusing on " Maha Moms " within the Make the World Healthy Again initiative, the study explores how these actors mobilize meanings, practices, and narratives to construct and diffuse an alternative ideology of health and well-being. Adopting a constructionist perspective on ideology, the paper analyzes the symbolic work of key actors and the forces enabling the transformation of a decentralized movement into a culturally resonant one capable of reimagining public health frameworks. Empirically, the study relies on a qualitative multi-method approach combining social media observations and press analysis across the United States, France, and Italy. The findings show how Maha Moms act as cultural intermediaries, using digital platforms to build moral narratives, mobilize communities, and challenge dominant health logics. The article contributes to research on ideology construction, influencer cultures, and grassroots activism by demonstrating how digitally mediated actors participate in the reconfiguration of institutionalized fields.

Keywords: Influencer marketing; Consumer movements; Ideology (search for similar items in EconPapers)
Date: 2026-04-15
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Published in EIASM Interpretive Consumer Research Workshop 13th, Apr 2026, Pisa, Italy. pp.7

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05656787

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