Narrativas digitais da maternidade no Instagram: tensões, ambivalências e performatividade do corpo materno

Abstract

This dissertation analyzes digital narratives of motherhood produced by Brazilian influencers on Instagram, focusing on representations of the pregnant and postpartum body within a context shaped by performativity, consumer logic, and the influence economy. The research is based on the observation that, although social media has expanded the visibility of maternal experiences, such exposure is permeated by tensions between authenticity and curation, care and commodification, and between visibility and the silencing of physical and emotional discomforts.The study examines the most highly engaged posts published between 2023 and 2025 on the profiles of five Brazilian influencers, selected according to criteria of thematic relevance, reach, engagement, and narrative diversity. The qualitative analysis is grounded in content analysis and engages with theoretical contributions from gender studies, communication, body studies, health, and performativity, particularly regarding self-presentation and expressive coherence on digital platforms. The findings show that the maternal narratives analyzed operate through a performance of well-being that tends to aestheticize motherhood, naturalize bodily interventions, and minimize or silence pain, discomfort, and vulnerabilities associated with pregnancy and the postpartum period. While the discourse of “real motherhood” is present, it is often captured by engagement and monetization strategies, limiting its critical potential and reinforcing normative bodily and behavioral standards. Furthermore, the promotion of health- and self-care-related products and services frequently appears disconnected from scientific evidence, increasing the risk of misinformation in maternal health. It is concluded that digital narratives of motherhood on Instagram constitute an ambiguous space, combining possibilities for identification and care with mechanisms of symbolic control, bodily discipline, and the commodification of maternal experience. This research contributes to the field of Communication by deepening the understanding of the relationships between motherhood, the body, health, and the influence economy, offering critical insights for debates on ethics, visibility, and meaning-making in digital platforms.