TY - JOUR
T1 - Constituting Savvy Aunties
T2 - From childless women to child-focused consumers
AU - Hayden, Sara
PY - 2011
Y1 - 2011
N2 - In August 2008, self-identified "auntrepreneur" Melanie Notkin launched SavvyAuntie.com, "the first online community for aunts." Targeted at the growing demographic of childless women in the United States, the site functions as a constitutive rhetoric that interpellates childless women as "savvy aunts." Although this constitutive effort challenges the idea that all good women are mothers, the author of this essay argues that Notkin's site interpellates childless women in terms of the most oppressive aspects of intensive motherhood while simultaneously thwarting the positive values intensive mothering seeks to uphold.
AB - In August 2008, self-identified "auntrepreneur" Melanie Notkin launched SavvyAuntie.com, "the first online community for aunts." Targeted at the growing demographic of childless women in the United States, the site functions as a constitutive rhetoric that interpellates childless women as "savvy aunts." Although this constitutive effort challenges the idea that all good women are mothers, the author of this essay argues that Notkin's site interpellates childless women in terms of the most oppressive aspects of intensive motherhood while simultaneously thwarting the positive values intensive mothering seeks to uphold.
KW - Childless women
KW - Constitutive rhetoric
KW - Intensive mothering
UR - http://www.scopus.com/inward/record.url?scp=79957930353&partnerID=8YFLogxK
U2 - 10.1080/07491409.2011.566531
DO - 10.1080/07491409.2011.566531
M3 - Article
AN - SCOPUS:79957930353
SN - 0749-1409
VL - 34
SP - 1
EP - 19
JO - Women's Studies in Communication
JF - Women's Studies in Communication
IS - 1
ER -