New maternal roles in social media

The main subject of this study is how the roles, practices, and discourses related to motherhood, which is one of the fundamental issues of women's struggle, are produced in social media, which is a part of daily life. The conceptual framework of the study is based on three main lines. Firstly, the feminist theory was examined by focusing on motherhood and the changes and perspectives in the discourses on motherhood were discussed. Then, a summary of how capitalist culture and technological advances have transformed the identities of women and motherhood is presented. Finally, it is stated that how historical, social, and cultural changes occurred in motherhood practices. In this study, the research area is Instagram's phenomenal motherhood profiles. 20 motherhood profiles were examined for 3 years by digital ethnography method. The posts about motherhood made by these popular profiles, whose number of followers ranged from 100 thousand to one million, were analyzed by including views, discourses, practices and comments of the followers. In the results of this study, perfect images of motherhood are reproduced on social media, phenomenal mothers are idolized by their followers, a medium of solidarity is established on social media against the pressure by the ideal mother model towards women, motherhood creates endless inadequacies on women, women participating in business life fighting with their conscience, the pressures of women on each other towards ideal motherhood discourses, new consumption habits created by motherhood specialization and fathers are not included in the phenomenal motherhood profiles.