Maternity identity in new media: Instagram example

With the development of communication technologies, social media platforms have rapidly become integrated into our lives. Particularly, the widespread adoption of smart devices has swiftly increased the number of social media users. These platforms, experiencing rapid user growth, have created spaces where individuals can simultaneously engage in various activities. These digital spaces provide environments for communication, entertainment, and collaboration. Instagram, being one of the most widely used social media platforms, owes its popularity to its multitude of features and user-friendly interface. In this study, the transformation of maternal profiles in the digital realm is examined by focusing on 26 profiles of mothers who use Instagram as a sample. The Netnography method is used to analyze these accounts. A code sheet is created to categorically examine the profiles of the selected accounts and their followers. Through these examinations, maternal identities and follower typologies are identified. The research reveals how the constructed 'mother' identity in real life undergoes changes when transferred to the digital space. Traditional maternal identities, referred to as conventional, evolve over time in terms of content and themes, adapting to changing trends and preferences to address a new generation of maternal identity. Additionally, the study analyzes the comments made by followers on maternal profiles, unveiling a digital culture framed within certain typologies. The identified typologies resulting from the research are analyzed for variations based on the constructed maternal identities.