As a practice of reification sharenting

The digital age has reshaped societal norms and individual identities, bringing the practice of "Sharenting," which refers to parents sharing moments of their children on social media, to the forefront. This study argues that Sharenting triggers processes of reification and commodification, impacting parents, children, and family relationships. While various studies on Sharenting exist in the literature, its systematic examination within the context of consumer culture and reification is lacking, making this research unique. Using qualitative analysis, this study examines how influencer mothers' social media posts contribute to consumer culture and foster their followers' fear of "FoCAN" (Fear of Consumer Absence Now), defined as the instant fear of not being able to purchase a product. The concept of FoCAN represents an original contribution, developed to explain consumption dynamics driven by social media. The study demonstrates that Sharenting violates children's privacy, commodifies individual identities, and reinforces "ideal motherhood" norms. It also shows how mothers leverage social media platforms for commercial purposes, embedding themselves in consumer culture. Ultimately, this research provides a significant academic contribution by exploring the individual and societal impacts of the digital age through the lens of consumer culture and reification.