Article2016

A space of one’s own: spatial and identity liminality in an online community of mothers

Benedetta Cappellini · Dorothy Ai-wan Yen

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Consumer Behavior and Market Dynamics

Abstract

This paper investigates the role of an online community in the life of 11 Taiwanese women living in the UK and considers the implications this empirical case has for theorising about motherhood and the spatial dimensions of online/on-site space. Findings from a nethnographic and ethnographic fieldwork show how online discussions reflect and amplify the liminal identities of the community’s members. In looking at doing mothering at a collective rather than at the individual level, this study highlights how collective practices of consumption perpetuate liminal identities, exacerbating consumers’ sense of being out of place. It shows how online space is at the same time the product of online and on-site liminal identities and liminal social interactions and the re-producer of such interactions.

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References

1997Immigration, Acculturation, and Adaptation 1997Interpreting Qualitative Data Methods for Analysing Talk, Text and Interaction 1976The Ritual Process: Structure and Anti-Structure 1970The Forest of Symbols: Aspects of Ndembu Ritual 1961The Rites Of Passage 2001Brand Community 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 1971The Ritual Process. Structure and Anti-Structure

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