Motherhood in utero: Consuming away anxiety. (July 2013)

• Record Type: Journal Article
• Authors: Theodorou, Eleni; Spyrou, Spyros
• Is Part Of: Journal of consumer culture. Volume 13:Number 2(2013)
• Page Start: 79
• Page End: 96
• Publication Date: 2013-07
• Subjects: anxiety -- babyhood -- consumption -- Cyprus -- medicalization of pregnancy -- motherhood; Consumption (Economics) -- Social aspects -- Periodicals; Consumers -- Periodicals; 339.47
• DOI: 10.1177/1469540513480163
• Languages: English
• ISSNs: 1469-5405

Abstract

This article focuses on examining and understanding the way motherhood and babyhood are constituted in the midst of cultural practice and particularly though consumption as a fundamental and constitutive element of modern-day definitions and understandings of motherhood and babyhood. More specifically, the article focuses on how middle-class first-time (to be) Greek Cypriot mothers acquire a sense of motherhood and simultaneously construct notions of babyhood as their pregnancies unfold; how the experience of pregnancy is lived and perceived by expectant mothers as a state of anxiety and a condition of risk; and, finally, how all these processes are mediated by consumption broadly conceived. Findings of this qualitative study show that the experience of pregnancy for these women was associated with feelings of acute anxiety for the amelioration of which they engaged in a variety of consumptive practices, especially medically related, which served to further institute consumption as a constitutive element of 'motherhood proper'.