The purpose of this article is to analyse the way in which the motherhood role is organised in the media, producing specific modes of female subjectivation. Based on a Foucaultian framework, I characterise enunciating oneself, organising oneself and controlling oneself as techniques of the self used by the mother-subjects. I thus undertake a discursive analysis of two sets of materials: one consisting of articles from the magazines Veja and Caras, from 1992 to 2002, about "famous mothers" (Cássia Eller, Luciana Gimenez, Vera Fischer and Xuxa); and, the other, consisting of articles published in the magazine Crescer, between January 2001 and July 2002. I show how this mechanism organises these techniques of the self in order to create a logic where the mother-individual is asked to focus on herself and consider that taking care of herself is taking care of the other (her son) and, in this way, leading the mother-individuals to recognise themselves as objects visible to themselves and to enunciate themselves as subjects transformed by maternal practices.
mechanism; motherhood; media; modes of subjectivation