Precarious digital mothering: creativity, entrepreneurship and hidden labor within digital foodscapes

Abstract

Digital foodscapes not only transform our everyday relationships with food but offer creative and entrepreneurial opportunities. This paper works to expand the Anglo-American focus of digital foodscapes scholarship in analysis of Japanese Instagram food influencers and their relationship to gendered social reproduction. Japan’s most prominent influencers are mothers documenting the bentos (boxed lunches) they prepare for their children, a meal suffused with socio-cultural meaning about good food and good mothering. I develop the concept of precarious digital mothering to examine the hidden, gendered labor created and magnified through Instagram bento accounts. I argue that the creative and entrepreneurial opportunities offered to women though Instagram are inseparable from the cultural meaning of bento as a judgment on good mothering and create a bind where digital success cannot occur without taking on additional domestic food work. Precarity is created both for the mothers who take on unpaid and unrecognized labor in the pursuit of Instagram success, and those who consume their content and the problematic narratives of food and motherhood it normalizes in its idealized and mediated performance.

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