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网友晒“新中式妈妈”,打破对妈妈角色的印象标签_<br /> <b>Warning</b>: Use of undefined constant sitename - assumed 'sitename' (this will throw an Error in a future version of PHP) in <b>D:mlzgxwedatatmpdt_temptext1.php</b> on line <b>20</b><br /> 魅力城市资讯网
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网友晒“新中式妈妈”,打破对妈妈角色的印象标签

近年来,越来越不缺对女性社会角色的探讨声音,尤其是对于母亲角色的解读,涌现出更加多元的视角。区别于传统对母亲的既有印象,“自我实现”的多元表达逐渐受到更多人的…

近年来,越来越不缺对女性社会角色的探讨声音,尤其是对于母亲角色的解读,涌现出更加多元的视角。

区别于传统对母亲的既有印象,“自我实现”的多元表达逐渐受到更多人的关注和鼓励。社交媒体上,大家看到的不仅有妈妈们照顾家庭的一面,也有活跃在健身房、在职场散发魅力、在舞台上、在自媒体创业大放异彩的女性。这种对母亲角色内核的丰满,既来自社会意识的焕新,也源自女性自我表达诉求所迸发的能量。

社交媒体上涌现出新时代妈妈的新特质

过去影视、文学、民风文俗下的母亲形象有一定固化色彩,伴随着媒体环境的变化和个人表达平台的丰富,妈妈们的热爱被进一步激发。纵观社交媒体上典型的新妈妈画像,也能看到一些共性:

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一是对自我意识的重视。传统观念中,妈妈们会将家庭和孩子放在绝对重心,不太关注自己的需求、热爱和梦想;但在社交媒体时代,我们能看到更多的妈妈关注自我意识,即“我喜欢、我愿意、我想要”。她们不再满足于仅仅作为 “母亲” 这一角色,而是拥有自己的价值追求。这种自我意识的觉醒,让母亲形象变得更加立体和鲜活,她们不再是模糊的背景,而是有着鲜明个性和独特魅力的主角。

二是敢于突破情绪表达的桎梏。在她们的表达中,新时代的妈妈不应总是隐忍的形象,要更敢于表达自己的喜怒哀乐。面对育儿的压力时,她们会表达自己的疲惫和焦虑;当产生矛盾时,她们也会坦然地倾诉自己的委屈和困惑;她们不吝啬表达自己的赞美、快乐,也不拘谨地表达困惑、无助。这样恣意的表达,让妈妈们的情绪更加自由。

三是保有对独立人格的追求。“回归家庭、放弃独立人格”,对于新时代的妈妈们来说,不存在的!在充满变化和机遇的时代,我们看到更多妈妈们绽放出属于自己的光芒:特长、职业、斜杠人生,独立的自我并没有因为成为了母亲而消磨,妈妈们也可以做回少女、女儿。

“新中式妈妈”是怎样的?

对于许多品牌来说,女性议题是重要的沟通命题。作为许多女性消费者热爱的购物平台,天猫的女性叙事总能找到一些新颖的视角。以今年母亲节天猫发起的#新中式妈妈大赏#主题为例,携手一众品牌伙伴,向大众展示了许多有意思的妈妈人物和个性:宠娃的妈妈也爱“买娃“(指购买潮玩人偶)、爱听有声小说的妈妈、热爱健身的妈妈……这些典型画像在我们的生活中并不少见,妈妈们的热爱被更多地展现出来,也让过去可能被忽视或没被关注的瞬间变得生动起来。

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在这个活动中,品牌用了一个概括性的词“新中式妈妈”,来指代新时代下更加把握自己主体性的母亲们;同时也赋予了“我的妈呀”这句随处可闻的感慨以新的内涵,即向妈妈们的热爱表达赞美。

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天猫和我要WhatYouNeed一起在社交平台上发起晒新中式妈妈的活动,同时品牌也调动自身资源将这些精彩送上了城市大屏,让更多有着鲜活日常的妈妈有了展示的机会。同时,在观众和媒体人的眼里,也对这样的情感刻画给出了肯定,不乏有类似“很轻松愉快的表达但很贴切”、“看过情感表达最好的广告”等评论。

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从大众对尊重女性和母亲多元热爱的趋势看来,固化的人物印象慢慢在解绑,女性的需求也更被社会各界关注。

而面对生活中仍然存在对性别角色问题的挑战,不论品牌、媒体、机构,还是个人的发声,大家都期待看到越来越多怀揣着尊重平等、不贴标签的方式,更加尊重彼此的主体性,看到个体的价值被放大,这样大家才能生活在更包容、更和谐的环境中。


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