I AM A MOTHER NOW – An Interpretive Study on Identity Construction in the Context of Motherhood

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Journal Title

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Volume Title

School of Business | Master's thesis

Authors

Date

2018

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

56

Series

Abstract

Abstract In this thesis, my intention is to show what kinds of meanings women attach to first-time motherhood and how women view themselves as they undergo the physical and psychological transition to motherhood. Identity construction in the context of motherhood has been widely researched among several disciplines. However, in contemporary Finland, this phenomenon remains understudied within the tradition of Consumer Culture Theory. My objective is to expand former research by creating an understanding on how women pursue the incorporation of the new role of motherhood to their existing lifestyles. This research positions itself into Consumer Culture Theory (CCT) and the domain of Consumer Identity Projects (Arnould and Thompson, 2005). The thesis applies the three-staged conceptualization of Rites of Passage as a theory-based research framework (e.g. Schouten, 1991). This qualitative study is interpretive in nature and belongs to the constructivist research paradigm. Interpretive research has emphasis on individual meanings and realities. The philosophical base of the study lies in hermeneutics, which seeks to interpret and understand meaningful human action from the perspective of the agency. For the empirical data collection, six women were interviewed. The research was conducted using semi-structured interviews. Data analysis and interpretation were performed by means of hermeneutic logic, which involved an iterative process of reading, documenting, and organizing the empirical data set. The methodological examination included emergent coding. In addition, discourse analysis was used to study how these new mothers use discursive resources as they interpret their own action as meaningful through language. Three main emergent themes were found. These were labeled as Common Sense and Expertise, Ambiguity, and Age and Body Image. The findings imply that mothers want to be self-reliant and most of the issues regarding parenting can be overcome by using common sense. Own expertise builds up as the confidence and mothering skills develop naturally. Women start to assess their own childhood conditions in a broader socio-historic context as they be-come mothers. Critical evaluation and learning from previous generations is needed in order to build an understanding on the issues that should be emphasized and improved for future generations. In addition, there exists a multitude of fears and anxieties that are related to pregnancy and motherhood. Sometimes these fears hinder the mothers’-to-be consumption activities. Some mothers are resistant to change i.e. they are determined to hold on to their existing lifestyles in order to maintain their identities as congruent as possible. However, such behavior is more likely to promote the fragmentation of the self. My findings also show that for some of these women it is not just motherhood that plays out in their identity construction, i.e. being an old-er mother is an essential constituent of their sense of self.

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Thesis advisor

Toyoki, Sammy

Keywords

identity, identity construction, CCT, motherhood, rites of passage, role transition

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-201812146599

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[gradu] Kauppakorkeakoulu / BIZ