Newswise — Mothers frequently engage in the practice of sharing fashion photos of their children on social media, which combines the long-standing tradition of family photos with the commercial symbolism found in fashion imagery. A collaborative study conducted by the University of Jyväskylä and Aalto University delved into this increasingly prevalent phenomenon, exploring its connection to consumption, parenting, childhood, and the privacy of children.
The study involved interviews with 16 Finnish mothers who maintained Instagram accounts focused on children's clothing, actively sharing content through these accounts.
The findings revealed that these fashion photos of children serve as reflections of the mothers' personal taste, aesthetic abilities, and values. Additionally, these images help the mothers establish a sense of identity within their own reference groups while also preserving memories of themselves and their children. An integral concept explored in this study is the notion of "sharenting," which encompasses the amalgamation of "sharing" and "parenting." This concept refers to the practices of parents who photograph their children and subsequently share these photos on social media. These photography practices encompass various aspects, including the selection of venues and clothing, as well as the process of capturing, editing, and posting the pictures.
Minna Kallioharju, a doctoral researcher, emphasizes that the photography practices employed by mothers highlight the constructed nature of the images. These photos serve as a powerful tool for expressing the mothers' personal lifestyle choices, values, and adherence to prevailing commercial and social media trends. Through this process, they not only reinforce their own sense of identity and parenthood but also foster connections with other mothers.
The photos draw upon the visual symbolism present in both family portraits and fashion advertisements, effectively conveying traditional ideals associated with childhood, such as authenticity and a natural appearance. Although the mothers were aware that these images typically showcase the best aspects of everyday life, their Instagram accounts were viewed as diaries and photo albums, serving as a means to preserve cherished memories.
While the mothers acknowledged the potential negative consequences of sharing such photos, Kallioharju notes that fashion images were generally perceived as harmless due to their aesthetic and positive nature. Some mothers, however, adopted a more cautious approach, refraining from including their child's face in the shared pictures, for instance.
The study has garnered significant attention, with the article being downloaded over 2000 times within the first week of its publication.
The study was funded by Kone Foundation, the Academy of Finland and its Strategic Research Council.
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