Becoming a Mother: Negotiating Discourses Within the Life-Framing Identity Project of Motherhood

Identity projects are characterized by conflicts and contradictions. This paper examines women’s experiences of identity conflicts and contradictions at the intersection between the culturally pervasive discourse of self-management and women’s identity framing projects as new mothers. We focus on the different strategies which women devise to allow them to negotiate the transition into new motherhood and integrate the variety of potentially conflicting possible selves in order to become relative experts at mothering. Drawing on three women’s cases we identify how women variously consume discourses around mothering by either resisting the discourses; reconciling the discourses; or disengaging from the discourses.


Emma N. Banister, Margaret K. Hogg, and Mandy Dixon (2010) ,"Becoming a Mother: Negotiating Discourses Within the Life-Framing Identity Project of Motherhood", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 518-519 .


Emma N. Banister, Lancaster University, UK
Margaret K. Hogg, Lancaster Unversity, UK
Mandy Dixon, Lancaster University, UK


NA - Advances in Consumer Research Volume 37 | 2010

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