Resilience and vulnerability: Emotional and affective labour in mom blogging

Abstract

This article investigates the empirical case of commercial mom blogging as indicative of the particular ways in which the digital economy invites and exploits women’s affective and emotional labour. Based on Finnish mom bloggers’ interviews, the article explores the ways in which emotional labour is needed to tackle the mean and degrading comments that most bloggers have to come to terms with, and the ways in which their affective involvement is an inseparable part of their work as mom bloggers. Looking at vulnerability, control and emotional resilience as sites of emotional and affective labour in blogging, the article shows how gendered and embodied burdens are carried on to the digital realm, and how new vulnerabilities and forms of affective labour are formed and normalized.