Attitudes towards motherhood in Instagram- Instamoms: The effect of maternal attitudes and sexism level of the followers

Date

2023-10-06

Author

Tekinay Özköroğlu, Sena

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The purpose of thesis was twofold. Firstly, it investigated attitudes towards Instamoms by developing “Attitudes towards Instamoms Scale”. Secondly, it explored the relationship between these attitudes and maternal attitudes of Instamoms followers, as well as their level of ambivalent sexism. The sample consisted of 206 participants who were mothers and Instagram users. They were 23 to 64 years old (M = 36.46; SD = 7.20). Participants filled out Attitudes towards Instamoms Scale item pools, Ambivalent Sexism Inventory, Semantic Differentiation Scale as Myself as Mother, Instagram Usage Behaviors, and a demographic information form. Factor analyses demonstrated that attitudes towards Instamoms have sub-scales; “Liking and Modeling Instamoms” (LMI) and “Perception about Necessity and Sincerity of Instamoms” (PNS). The Cronbach Alpha values were .93 for the scale, .96 for the first factor, and .85 for the second factor. The findings revealed that LMI was positively predicted by benevolent sexism and Instagram usage behavior. PNS was negatively predicted by hostile sexism, and Instagram usage behavior. The results suggested that individuals who scored higher on benevolent sexism are more likely to perceive Instamoms more likable and model them. On the other hand, individuals with higher levels of hostile sexism tended to view Instamoms as more unnecessary and insincere. Lastly, participants who scored higher on Instagram usage behaviors were more likely to admire and imitate them, and they also found them necessary and sincere. Therefore, it is possible to indicate that types of sexism may change how Instagram followers perceive Instamoms. The implications of these results were discussed.

Subject Keywords

Attitudes towards Instamoms, Perception of Instamoms, Ambivalent sexism, Self-motherhood, Instagram Usage

URI

https://hdl.handle.net/11511/105484

Collections

Graduate School of Social Sciences, Thesis