Reimagining maternal marketing legacies: from Betty Crocker to mumfluencers - a critical visual analysis of persistent maternal hegemonies

Marsaili McGrath; Andrea Tonner; Paul Hewer

Reimagining maternal marketing legacies: from Betty Crocker to mumfluencers - a critical visual analysis of persistent maternal hegemonies

Marsaili McGrath, Andrea Tonner^*, Paul Hewer^*

^*Corresponding author for this work

Marketing

Research output: Contribution to conference › Paper

Abstract

This working paper examines how historical legacies of maternal marketing are reimagined through platform capitalism, analysing the evolution from Betty Crocker to contemporary mumfluencers. Using critical visual discourse analysis , the intention is to reveal how digital platforms simultaneously preserve and transform traditional maternal hegemonies while monetizing performances of authentic motherhood.

Original language	English
Number of pages	18
Publication status	Published - 26 Jun 2025
Event	Consumer Culture Theory Conference 2025 - King's London College , London, United Kingdom Duration: 24 Jun 2025 → 27 Jun 2025 https://www.kcl.ac.uk/events/consumer-culture-theory-conference-2025

Conference

Conference	Consumer Culture Theory Conference 2025
Country/Territory	United Kingdom
City	London
Period	24/06/25 → 27/06/25
Internet address	https://www.kcl.ac.uk/events/consumer-culture-theory-conference-2025

Funding

SGSSS

Keywords

maternal marketing
platform capitalism
Betty Crocker
mumfluencers

Cite this

@conference{6412a373b0f6428f8d3f417ea1ad2ba1,

title = "Reimagining maternal marketing legacies: from Betty Crocker to mumfluencers - a critical visual analysis of persistent maternal hegemonies",

abstract = "This working paper examines how historical legacies of maternal marketing are reimagined through platform capitalism, analysing the evolution from Betty Crocker to contemporary mumfluencers. Using critical visual discourse analysis , the intention is to reveal how digital platforms simultaneously preserve and transform traditional maternal hegemonies while monetizing performances of authentic motherhood.",

keywords = "maternal marketing, platform capitalism, Betty Crocker, mumfluencers",

author = "Marsaili McGrath and Andrea Tonner and Paul Hewer",

year = "2025",

month = jun,

day = "26",

language = "English",

note = "Consumer Culture Theory Conference 2025 ; Conference date: 24-06-2025 Through 27-06-2025",

url = "https://www.kcl.ac.uk/events/consumer-culture-theory-conference-2025",

}

TY - CONF

T1 - Reimagining maternal marketing legacies

T2 - Consumer Culture Theory Conference 2025

AU - McGrath, Marsaili

AU - Tonner, Andrea

AU - Hewer, Paul

PY - 2025/6/26

Y1 - 2025/6/26

N2 - This working paper examines how historical legacies of maternal marketing are reimagined through platform capitalism, analysing the evolution from Betty Crocker to contemporary mumfluencers. Using critical visual discourse analysis , the intention is to reveal how digital platforms simultaneously preserve and transform traditional maternal hegemonies while monetizing performances of authentic motherhood.

AB - This working paper examines how historical legacies of maternal marketing are reimagined through platform capitalism, analysing the evolution from Betty Crocker to contemporary mumfluencers. Using critical visual discourse analysis , the intention is to reveal how digital platforms simultaneously preserve and transform traditional maternal hegemonies while monetizing performances of authentic motherhood.

KW - maternal marketing

KW - platform capitalism

KW - Betty Crocker

KW - mumfluencers

M3 - Paper

Y2 - 24 June 2025 through 27 June 2025

ER -

Reimagining maternal marketing legacies: from Betty Crocker to mumfluencers - a critical visual analysis of persistent maternal hegemonies

Abstract

Conference

Funding

Keywords

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Cite this