| Title: |
Mothers Marketing to Mothers: An Exploration of Cannabis Use and Constructions of Motherhood on Instagram and Blog Posts |
| Authors: |
Smith, Tanner M.; Kraft, Stella; Waugh, Anne; Harding, Kelly D.; Bombak, Andrea; Riediger, Natalie D. |
| Contributors: |
University of Manitoba; Mitacs |
| Source: |
Substance Use: Research and Treatment ; volume 19 ; ISSN 2976-8357 2976-8357 |
| Publisher Information: |
SAGE Publications |
| Publication Year: |
2025 |
| Description: |
Background: Cannamom culture (CMC), an online movement for acceptance of cannabis use among mothers, has gained traction on social media. The urgency for exploration of CMC in a Canadian context was enhanced through legalization of cannabis in 2018, followed by legalization of cannabis edibles in 2019. Objectives: We sought to explore cannamoms’ social media and blog posts, and their representations of cannabis use and motherhood. Methods: This qualitative study utilized reflexive thematic analysis of Canadian cannamom blog posts (N = 30) and Instagram posts (N = 34). Analysis of these outlets was considered through the lenses of similar social media phenomena, such as influencer, wine mom, wellness, and mental health cultural movements. Results: The overarching theme identified was mothers marketing to mothers , with outlets advertising cannabis products and coaching. Three inter-related sub-themes were present within posts that facilitated this marketing: (1) a focus on increased normalization, attempted destigmatization, and legalization of cannabis due to its favorable health effects compared to other normalized substances; (2) responsible and personalized cannabis consumption to promote health and wellness ; and (3) cannabis use as a way to achieve motherhood ideals including thinness, productivity, mental wellness, and engaged parenting. Conclusions: CMC spaces online reproduce intensive motherhood narratives and position cannabis as an acceptable solution to motherhood struggles. The focus on wellness and personalization draws on wellness movements by constructing cannabis consumption as natural, responsible, and health promoting. These findings have implications for policy makers and healthcare providers regarding mothers’ understandings of cannabis use and health. |
| Document Type: |
article in journal/newspaper |
| Language: |
English |
| DOI: |
10.1177/29768357251403255 |
| Availability: |
https://doi.org/10.1177/29768357251403255; https://journals.sagepub.com/doi/pdf/10.1177/29768357251403255; https://journals.sagepub.com/doi/full-xml/10.1177/29768357251403255 |
| Rights: |
https://creativecommons.org/licenses/by-nc/4.0/ ; https://journals.sagepub.com/page/policies/text-and-data-mining-license |
| Accession Number: |
edsbas.E23C0760 |
| Database: |
BASE |