Green moms: the social construction of a green mothering identity via environmental advertising appeals

Theorizing Reactive Reflexivity: Lifestyle Displacement and Discordant Performances of Taste

“…From this theoretical perspective, masculine cultural bribes hinge on the self-sacrificing and conciliatory gender norms that women internalize through processes of gender socialization (see Chodorow 1978;Gilligan 1982). This gender indoctrination also encourages women to view the role of motherhood as central to their identities and sense of selfworth (Atkinson 2014;Badinter 2011;Choi et al 2005;Douglas and Michaels 2004;Hays 1998;Sevón 2005Sevón , 2012VOICE Group 2010). In this asymmetrical distribution of advantages and disadvantages, men are enticed to accept their economic subordination in return for patriarchal privileges whereas women's ideological subjugation provides the material currency for the masculine cultural bribe.…”

Not just a mother: embodied and positional aspects of consumer learning from a practice perspective

“…To make sense of her new regime and achieve her desired outcomes, she took help from market offerings such as Middagsfrid, a service that delivered recipes and raw materials for five days to the door and that promised to "help" fulfill dinner ideals such as "real food," "healthy food," "organic food" and "new and exciting food" while also allowing the food to be "home-cooked" as they only delivered the raw materials and let the clients cook for themselves. I also noted Marie's interest in other types of expert advice (Atkinson 2014) as she gathered information about food and mothering from various mediated institutional sources (Halkier 2014) such as tabloids, TV, magazines and websites. These explicit rules indicating how the practice should be performed were learning tools that had the potential to become embodied parts of her performance.…”

“…But rather than being seen as consumer socialization, studies on adult consumers' socialization are usually framed as transitions. The literature on consumer transitions in relation to family life, for example, illuminates aspects such as becoming a mother (Atkinson 2014;Davies et al 2010a;Jennings and O'Malley 2003;Prothero 2002; Thomsen and Sørensen 2006), becoming an empty nester (Curasi, Maclaran, and Hogg 2014;Hogg, Curasi, and Maclaran 2004;Hogg, Maclaran, and Curasi 2003) or becoming a divorced parent (Bates and Gentry 1994;Harrison and Gentry 2007;Rindfleisch, Burroughs, and Denton 1997).…”

“…Here seen as an example of the explicit rules in the nexus comprising a practice, Halkier (2014) draws attention to the fact that while mothering as a social practice is constructed by being performed by its practitioners, the practice also is influenced by mediated institutional discourses, both in commercial formats, in public regulation and policy formats and in expert formats. Furthermore, and also encouraged by consumer culture, mothering means being accountable for the greater benefit of the child by sacrificing self (Atkinson 2014;Cappellini and Parsons 2014). A big portion of mothering is done in the home particularly through dinner activities which can be seen as materializing the practice (Molander 2011).…”

“…Ekström and Hjort 2010). As society changes, their position as instructors weakens while the market is becoming increasingly important, something which has clearly has made mothering practitioners more vulnerable to various market forces (Atkinson 2014). The grandmothers' influence, however, varied among the informants.…”