微商妈妈社群的社会资本与家庭生命周期研究

Research on Social Capital and Family Life-cycle of Wechat Business Mothers’ Communities

随着工业化、城市化的快速发展,女性在成为母亲角色的过程中,通过互联网获得社会支持;有一部分新妈妈在使用社群的过程中发展出微商职业,将社会资本转化成经济资本。本文采用网络民族志、问卷调查和深度访谈方法,从身份认同角度分析微商妈妈群体的形成机制,深描微商妈妈人群通过信息和通信技术完成扩大母职的过程,呈现母职建构过程中的挣扎与张力。新妈妈的数字化不稳定劳动实践与家庭生命周期紧密联系在一起。女性在育儿期通过"宝妈微信群"获得情绪、社会、经济、信息等一系列社会支持;"宝妈微信群"也得以将育儿期母亲的信息和信任转化成为孩子学龄前期的经济利益。在获取"银子"的过程中,微商妈妈经历"圈子"的搭建以及"面子"的流失。以微商妈妈为代表的不稳定数字经济实践过程,深深地嵌入在社会关系中,发生着社会资本的获得与失去、社会共识和家庭伦理规范下的自我实现等。在微商妈妈群体内部的自我角色认同形成积极和谐、积极矛盾、消极矛盾以及消极和谐四种类型,个人事业追求、家庭物质需求和社会共识的期待同时影响着微商妈妈的身份认同和数字实践。

With the rapid development of industrialization and urbanization, women gained social support through the Internet in the process of them becoming mother and some new mothers develop Wechat business careers in the process of using the Wechat community and transform social capital into economic capital. This article adopts online ethnography, questionnaire survey and in-depth interview methods to analyze the formation mechanism of Wechat business mother group from the perspective of identity, recording the process of the Wechat business mother group expanding their motherhood through information and communication technology in deep description, and presenting the struggle and tension in the process of mother’s role construction.The digital precarious labor practice of new mothers is closely linked to the family life cycle. Women get a series of social support through the "Baby’s Mum WeChat Group", from emotional, social, economic and informational aspects;the Wechat group can also transform the information and trust of new mothers into the economic profits in children’s preschool period. While gaining economic profits, Wechat business mothers experience the setting up of the "social circle", and feeling of "loosing faces".The precarious digital economy practice process represented by Wechat business mother is deeply embedded in social relations, which resulted in the self identification under the acquisition and loss of social capital, social consensus and family ethics norms. The self identification within the Wechat business mother group has formed four types including positive harmony, positive contradiction, negative contradiction and negative harmony. The expectation of personal career pursuit, family material needs and social consensus also affect the identity and digital practice of Wechat business mothers.