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All Journal Jurnal SOLMA Jurnal Komunikasi dan Kajian Media Martabe : Jurnal Pengabdian Kepada Masyarakat Journal of Dedicators Community IKRA-ITH ABDIMAS Jurdimas (Jurnal Pengabdian Kepada Masyarakat) Royal EDUKATIF : JURNAL ILMU PENDIDIKAN JURNAL PUSTAKA KOMUNIKASI Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Ekspresi dan Persepsi : Jurnal Ilmu Komunikasi International Journal of Social Service and Research Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Society
Maria Febiana Christanti
Faculty Of Social And Political Sciences, Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Society

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Dapatkah Identitas Keibuan Dikonstruksi Melalui Komodifikasi di Media Sosial? Christanti, Maria Febiana
Society Vol 13 No 2 (2025): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v13i2.831

Abstract

This article presents insights into the commodification that constructs identity. The researcher focuses on mothers who have become micro-celebrities on social media. While maternal identity was previously confined to private or domestic spaces, mothers now appear as content creators. This reflects a process of commodification that transforms maternal experiences into commercial value. The commodification process of mothers involves identity reconstruction that integrates maternal values with the business dynamics of the digital era. The resulting content not only builds emotional closeness with the audience but also shapes a new paradigm in the social representation of mothers. Using a qualitative approach, this study explores how social media commodification shapes the dynamics of cultural norms, national identity, and traditional values. The result reveals that motherhood identity has undergone negotiation among mothers, the social environment, and the social media market to reach a mutually beneficial meeting point. The results also open the door to critical discussion of the impact of technology on the construction of identity and traditional values. It also provides in-depth insights into identity shifts amidst the flow of digitalization. Thus, this article contributes to an interdisciplinary understanding of the commodification and identity of mothers in social media spaces.
Co-Authors Cahyani, Intan Putri Fitria Putri Mahanani Irpan Ripa’i Sutowo Jamhari Jamhari Lusia Handayani Mahanani, Fitria Putri MBP, Ratu Laura Puri Bestari Puri Bestari Mardani Ratu Laura M P B Rut Rismanta Rut Rismanta Silalahi Sembada, Windhiadi Yoga Uljanatunnisa, Uljanatunnisa Zalfa Rachman, Mara