Online Mothering: The Empowering Nature of a Hashtag Movement Founded on Social Sharing and Stereotype Deconstruction

Online mothering is an arising and multifaceted phenomenon as the online world offers unique opportunities and risks in a particularly challenging period. The overall aim of this work is to investigate the features of the hashtag movement #itcouldbeme, which was born after a terrible news event concerning a newborn’s death, specifically concerning (a) the e-activation levels; (b) the emotional arousal; (c) the potential presence of deconstruction of stereotypes concerning intensive mothering. To investigate positioning, reactions, and emotions, a database of 394 online posts gathered from popular Italian social networks was created, manually codified, and analyzed through the chi-square test. The results enabled us to deepen the associations among these variables, thus revealing the opportunities for empowerment offered by the socio-cultural positioning, different emotional pathways, and adhesion to this online movement. Finally, implications for professionals and public health issues are discussed.