(Mindful) sharenting: a balance between motivations and ethical considerations
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2025-07-08
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en
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This thesis explores how and why parents practice “mindful sharenting”, a form of sharenting where a child’s privacy is purposely protected. Marketing literature views sharenting as an individual’s decision, whereas this thesis draws on Reckwitz’s (2002) practice theory, focusing on sharenting as a social practice influenced by routines, meanings, objects, and skills. Two key questions are explored in this research: (1) What are parents’ motivations for mindfully sharenting about their children? And (2) How do parents mindfully sharent about their children? These questions are addressed through a qualitative research design of semi-structured interviews and a netnographic case study. Findings reveal that mindful sharenters are driven by parental pride and a feeling of connection, but combined with long-term concern for their children’s privacy, authenticity, and skepticism of online platforms. Key techniques include capturing the child from behind, showing only parts of the child’s body, or restricted visibility when accounts are private. Standard sharenters tend to engage more in intuitive sharing, with less critical reflection around possible risks. The conclusion is that sharenting is not only an individual’s decision but is part of a broader social set of practices, influenced by emotional meanings, the perceived safety of online platforms, and online skills. These insights contribute to marketing and interdisciplinary research by introducing sharenting as a practice-based approach.
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Faculteit der Managementwetenschappen