Diverse Yet Hegemonic: Expressions of Motherhood in “I'm a Mormon” Ads

Chiung Hwang Chen

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Mormonism, Religion, and History Gender and Feminist Studies Media, Gender, and Advertising

Abstract

The LDS Church's multi-million-dollar “I'm a Mormon” ad campaign has been largely seen as indicating the Church's desire to alter public perceptions about Mormons. I read these ads differently by focusing on how Mormon ideology is perpetuated. I argue that these ads send a clear, although subtle, message about Mormon family values, especially the ideal of womanhood/motherhood. While showing diverse Mormon women in various social positions, these ads reaffirm, not defy, the “traditional” gender roles for women as they emphasize (stay-at-home) motherhood above all other identities.

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References

1991Gender and Religion: On the Complexity of Symbols 1995The Angel and the Beehive: The Mormon Struggle with Assimilation 1995Contemporary Mormonism: Social Science Perspectives 2004Transformation of the Mormon culture region 1990Dealing with Social Change: The Mormon Church's Response to Change in Women's Roles 2011Mormon Masculinity: Changing Gender Expectations in the Era of Transition from Polygamy to Monogamy, 1890-1920 1949Mother in Heaven

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2020Institutions, the social capital structure, and multilevel marketing companies 2016A Moderate Manifesto: Mormon Feminism, Agency, and Internet Blogging

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