11 Nov 2022
Department Research Seminar: Pelclová
The normative of a perfect mother created by the mass media in the 20th century presented mothering as the most satisfying job that makes a woman complete. Media-driven concepts such as intensive mothering (Hays 1996), new momism (Douglas and Michaels 2004) or yummy mummy (Pitt 2008) have been criticized for forcing mothers to constantly compare themselves to the impossible standards reiterated in public texts, especially in advertising.