Young Mothers-Yakutians in the social network Instagram

Abstract

The article presents an analysis of the results of a study conducted in 2018 in the city of Yakutsk, among young Yakut mothers, active Instagram users, who are subscribed to the @instamam_yakutia profile, between the ages of 18 and 35. To study the goals and causes of Internet activity, a questionnaire was conducted, in which 259 respondents took part, and interviews with 15 well-known bloggers of Yakutia. We analyzed personal pages of young women - active users of social network Instagram (N = 100). The following semantic units of the studied content were identified: specific (avatar, user status, information about themselves and children; number of posts devoted to topics of motherhood and children, number of subscriptions and subscribers, number of likes and comments, hashtags); generalized (activities other than motherhood, topic of interest, etc.) and maintaining own blog. A qualitative content analysis of 1923 publications of the specialized account @instamam_yakutia - Community of Mothers of Yakutia for the period from 2017-2018 was carried out. According to the results of the study, a social profile was drawn up of a young woman with children - an Instagram user, the factors determining their activity were identified. These factors, first of all, include the need for communication, reduced during parental leave, the need for information about the health, development and education of children, the possibility of self-realization and monetization of their hobbies to generate additional income.