PERCEPTION OF MILLENNIAL MOTHERS ON MOM-INFLUENCER SHARENTING STYLE THROUGH INSTAGRAM IN BANDUNG
Abstract
This study looks into how millennial mothers interpret and respond to sharing- related content shared by Instagram
influencers. Sharenting, defined as the practice of posting moments in children's lives on social media, has emerged
as a significant phenomenon within the context of digital motherhood culture. The phenomenon of "sharenting" has
been shown to influence how mothers perceive their own parenting styles. This study employs DeVito's perception
theory, which consists of five stages: stimulation, organization, interpretation-evaluation, memory, and recall. The
goal is to learn how millennial mothers perceive and interpret shared content. The present study takes a qualitative
approach, employing phenomenological methods. The study's participants are te n key informants, millennial mothers
living in Bandung City aged 25 to 38 years. The research also includes the perspectives of one expert informant, a
psychologist and family communication specialist. The data presented herein was gathered through in -depth
interviews and analyzed using the stages of the perception process. The purpose of this study was to investigate how
millennial mothers filter, store, and use sharing content in their parenting practices. This study's findings show that
sharing content is viewed not only as a means of education and inspiration, but also as a source of emotional
validation. However, this phenomenon is balanced by a cautious approach to the possibility of excessive imagery and
the risk of invading children's privacy.
Keywords: Family Communication; Instagram; Millenial Mothers; Perception; Sharenting.
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