Last Sunday, all-around Web superstar Omar Gallaga had a story in the Austin American-Statesman, "Mom Bloggers Become Powerful Online Force," where he reported:
Mommy blogs have been around as long as there's been a blogosphere, but
in the past few years they've become so numerous and influential that
blogs like Hale's are becoming increasingly common. Some are also
shifting to the kind of writing that attracts free products, trips or
even book deals from companies who've embraced this powerful
demographic of informed, connected women.
It's a great article that walks you through the forces pushing commercialization in the mom-blogosphere (the realization that women control most domestic spending in the U.S.) and the way firms have parlayed those factors into lucrative research and marketing opportunities (Nielsen Online's 50 Power Moms).
A few days later, Newsweek posted "Mommy Blog or Sellout?" The relevant section:
Today, there are thousands of self-described mom bloggers. A large
subset work with marketers or companies, and in most cases, the items
they review have grown beyond baby food and diaper bags. Some
test-drive cars for months, are flown in for tours of company
headquarters, or sent on lavish paid trips to places like Disney World.
"Now there are these new set of mom bloggers, but they're really
bloggers who happen to be moms," says Danielle Wiley, senior vice
president for social media and consumer brands at Edelman, a PR firm.
"They aren't really writing about juggling work and home and kids.
These blogs are created to get products or to make money."
I don't really see a problem in writing a blog as a way to further your career. What do you think I'm doing here?
However, the story points out, when a writer is positioning their blog as the oh-so-real-and-warts-and-all saga of parenting and they mention that Gogurt is a lifesaver ... well, do you know that this is a solution the writer found on her own, or is she getting a kickback somewhere? That no acceptable standard for transparency has emerged yet just makes the picture murkier.
However, what I'm more interested in is the way that so many mothers are trying to commoditize what used to be called one's private life. Again -- nothing wrong with writing what you know or trying to make a buck off it. I'm just raising an eyebrow at the scope. If you look at the list of the 50 allegedly most influential mommy bloggers out there, there are 21 who specialize in consumer purchasing, 16 who specialize in "nesting" (decor and food) and two who write about juggling work with parenthood. The number of apparent influentials who write about local, state or national policies that affect parents? ZERO.
As Jill Lepore wrote in "Parents Magazine and the fuss about parenthood" (New Yorker, June 29, 09):
The changes of the past two centuries have created actual
problems, structural problems that affect everyone, not just the
demographic that reads Parents, problems that can be very hard
to see when you’re driving while looking in a baby-view mirror. Most
jobs are made for people who aren’t taking care of children. The
sharper the division between parenthood and adulthood, the worse those
jobs fit, and the less well people who aren’t rearing children
understand the hardships of people who are. Employers are seldom asked
to accommodate family life in any meaningful way; employees do all the
accommodating, which mainly involves, especially for women, pretending
that we don’t actually have families. Everyone has a story about how
painful that is. It’s also crazy, and maddening, and unfair. We’ve all
got stories to tell, but stories aren’t going to rewrite employment law.
(Emphasis mine.) I'm not surprised that a research firm which is trying to marry mommybloggers to commercial clients is heavy on the consumer products and light on the actual, societal implecations of parenthood. But what I am surprised by is what happened when I googled around for the Nielsen Power 50 and the commentary it should have sparked; nobody I found even noticed what was missing on the list.
I am not sure you can shop your way to a more family-friendly social policy. But there is apparently ample opportunity to profit from the status quo.
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