פוסט משל עצמך: אימהות מייצרות וצורכות מופעי זהות בעמוד הפייסבוק "מאמאצחיק"

Becoming a mother in Israeli society in an age of late modernity is a challenging task due to the tensions and demands that accompany this social identity, which draw in opposite directions - both traditional and modern. In this social climate, the Mamazhik community was founded in March 2017 as a closed group on Facebook, available for women only. As of December 2023, the group has about 762,000 members of Hebrew-speaking women from Israel and around the world. That is, it is the largest online community in Israel whose main preoccupation is with the issue and identity of young motherhood and its dealing with children, home and work management, spouses, body image, etc., in the current era.This study conducted a thematic analysis of in-depth interviews and posts posted on the page to answer the following research questions: (1) what the characteristics of the content uploaded on the Facebook page are? and (2) how do mothers in this online community use, interpret, and experience its online activities and identity? The findings show that this online community presents an alternative image of the young modern mother, which is subversive to the accepted norms regarding the identity of the modern mother. This page also offers tools for shaping a liberal feminist maternal identity. It provides its members with an online space that allows temporal ventilation from social pressures using online carnival entertainment shows. It also enables empowering the female community. The alternative to the conventional is expressed in the creation of subversive feminist humor that challenges the ideal of Intensive Motherhood. The mothers participating in the page present a subjective discourse about their maternal identity, body, and experiences and thus present a striving against the feminine and maternal ideal in a patriarchal culture.