Gender Norms, Family Identity, and the Performance of Motherhood Using Commercial Childcare

Aimee Dinnin Huff, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
We examine the intersection of gender norms and family identity in the context of women’s consumption of commercial childcare. We explore the ways that childcare consumption facilitates and problematizes mothers’ identity work, influences how motherhood is performed in relationships between mother and children, and is co-constituative of collective family identity.
[ to cite ]:
Aimee Dinnin Huff and June Cotte (2012) ,"Gender Norms, Family Identity, and the Performance of Motherhood Using Commercial Childcare", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 117-120.