MEMEFICATION OF MOTHERHOOD ON TIKTOK: #TYPESOFMOMS DECONSTRUCTION OF PARENTING IDEALISATION

Abstract

Social media has reshaped digital portrayals of motherhood, often reinforcing idealised and aspirational maternal archetypes. While early platforms promoted curated self-representations, TikTok’s memefication culture disrupts these conventions through participatory humour and satire. This study examines how #TypesOfMoms deconstructs parenting idealisation by employing meme formats that enable users to reframe motherhood beyond perfectionist narratives. Through qualitative content analysis, the research identifies key strategies shaping maternal portrayals, including recurring meme templates, structured content formats, and emerging discursive narratives. Challenges, POVs, skits, remixes, and lip-syncs allow creators to perform maternal identities dynamically, transforming traditional stereotypes into fluid, interactive, and often self-deprecating representations. Memefied content highlights the contrast between idealised and realistic motherhood, reframing it as a collective, imperfect, and socially negotiated experience. By embedding maternal narratives within platform-native aesthetics, TikTok fosters a shift from self-branding towards communal meaning-making, using irony and satire to challenge rigid maternal expectations.