모성의 플랫폼화: 육아 브이로그를 통한 엄마-되기

초록

This study explores how female parenting vloggers engage in a process of ‘becoming-mother’ as they transform their mothering experiences into digital content. Drawing on digital ethnographic observation and in-depth interviews, the study analyzes how maternal practices become entangled with the logics of digital platforms. Through filming, vloggers render caregiving time socially visible and imbue repetitive routines with narrative significance. The editing process functions as a site of emotional and behavioral reflection and regulation, through which mothering practices are narrativized while being negotiated in relation to the social gaze and moral expectations surrounding motherhood. By sharing their videos, vloggers engage in informational and affective exchanges with viewers, fostering a sense of collective becoming-mother. These multilayered practices demonstrate that mothering is no longer confined to the private sphere, but increasingly unfolds as a platform-mediated space in which social norms are negotiated. The coexistence and mutual shaping of maternal norms and platform logics constitute what this study terms the ‘platformization of motherhood.’ Within this process, mom vloggers oscillate between the position of the caregiving mother and that of the content creator who must respond to platform logics, occupying a dual positionality that produces a negotiated form of subjectivity. Ultimately, this study approaches parenting vlogs not merely as personal documentation or commercial activity, but as a cultural site through which contemporary maternal performance and the generative subject formation of becoming-mother can be examined in the digital age.

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