#mamanblogeuse and #mamablogger_de. A cross-country comparison on the concept of mothers and motherhood on Instagram

In social networks such as Instagram, many mothers present themselves together with their children („sharenting“). The present study investigates how this (self-) presentation takes place and which visual messages play a role in it. Using visual analysis, we compared pictures of German- and French-language Instagram posts. It turns out that both national contexts are dominated by images that can be interpreted as visualizations of intensive motherhood. The visual analysis brings out the intimate connection between the mothers and their children, and at the same time a professional understanding of motherhood. Despite different national traditions and frameworks of motherhood in France and Germany, there are great similarities in the visual representation of mothers on Instagram. This finding suggests that the growing use of social media may be accompanied by an internationalization of social and visual norms.