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Mommy or foe? An investigation of the modern momfluencer
In 2024, we celebrate the 20th anniversary of online influencing, thanks to the “mommy blogger”, pioneer of many ways in which we publish our lives online. Mommy bloggers were the precursors of what we now call influencers or content creators. They were the first to publish their everyday lives in text, with tips and advice for fellow parents, and the first to monetise this, with banner ads, for example. As social media transitioned from individual blogs to profile pages, the Internet became more about imagery and less about writing, more about immediacy and on-the-go content, and less about sitting down to read. That’s when mommy blogging transformed into momfluencing. What do ‘momfluencers’ tell us about society’s perspective on motherhood and digital life? Lilith Magazine is collaborating with The Hmm, platform for internet culture, who took on its role of digital anthropologist, hybridly mapping the phenomenon of momfluencers.