I'm not a mum and my instagram presence consists of posting pictures of my dog, so the whole instamum thing is a complete mystery to me. However, since reading the threads on here I can't help but wonder about this new way of making money. In some ways it is just advertising with the odd piece of writing of variable quality - just like we see in a copy of Vogue or other glossy mag. We were all brought up with the insidiousness of advertising and we've all benefited from it - anyone here ever pestered parents for toys for Christmas after seeing the copious and well timed ads?
But this feels different somehow. While advertising on TV and other mainstream media has become more tightly regulated, this new media seems to exist solely to sell a lifestyle that is unobtainable for most people.
I think what I find most disturbing is that these women are targeting often vulnerable women who may be isolated and struggling with the demands of a parenthood with the very clear message of "this is how it is done". Normalising expensive holidays and designer clothes and immaculate homes and loving partners.
It also alienates a whole section of women - the ones like me who look at these women and feel even more inadequate than we do normally, because our lives are not full of babies and cuddles - but pain and empty wombs.
Women are not sheep. We do not need "influencing" or being told thst we must support the sisterhood and never question or criticise. The women that are demanding this are as bad as the men who patronise and subject us to discrimination.
I do support @badmotherpukka and the flex appeal. It is a great campaign and flexible working should be the norm for many different professions; but I firmly believe that it should be available for everyone, not just parents, so maybe I'm at odds with society again....