Representation of motherhood identities to WeChat social media network of housewives in China

Abstract

This study aims to draw on identity theory, the representation of motherhood, and social network theory to analyze how Chinese housewives, who engage in e-commerce via the WeChat social media network, portray the representation of motherhood to facilitate their e-commerce. It also examines how Chinese women of different socio-economic statuses use varying strategies to build the representation of motherhood via the WeChat social media network. Sixteen participants were divided into four groups by age and income for interviews and observations. Qualitative research is primarily used to understand the underlying reasons, opinions, and motivations of the phenomenon. The results of this study show that first, WeChat business housewives shape their persona through social networks to manipulate others' impressions of themselves, thereby shaping their identities as housewives and mothers. They create different images of traditional and new-age housewives to gain customer trust and promote WeChat business operations in relation to their ages and economic statuses, breaking the stereotype of housewives. However, the online image of a housewife is influenced not only by economic class and age but also by financial independence and the types of goods sold. The online and real personas of housewives do not usually influence each other. Finally, as a form of social capital, social networks help housewives expand their communication space, realize personal value, and expand interpersonal interactions with different groups.