Paperback Mother: Parenting Manuals and the Ideology of Motherhood

This paper examines the market for parenting guides. In so doing, the paper examines how competition for shelf space amongst publishers, the appetite for information on mothering, and the plenitude of different mothering experiences have combined to deliver upon the parenting public ever more tightly-defined subject matter. Then, the paper addresses the ideologies of motherhood propounded in parenting manuals and draws attention to the importance of consumption to each one. Finally, the paper suggests that while print culture is instrumental in the construction of impossible and chameleonic ideals of motherhood it may also re-empower women through their connection with a community of fellow readers.



Citation:

Lisa O'Malley, Maurice Patterson, and Caoilfhionn Ni Bheachain (2005) ,"Paperback Mother: Parenting Manuals and the Ideology of Motherhood", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 457-459.

Authors

Lisa O'Malley, University of Limerick
Maurice Patterson, University of Limerick
Caoilfhionn Ni Bheachain, University of Limerick



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Featured

Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.