Why ‘Wine Mom’ culture deserves a closer look
Study explores how impacts of portrayals of alcohol use are shaping motherhood in Canada
“Wine mom culture” is often seen in memes and pop culture as a symbol of modern motherhood, but at what cost? A new study from UM researcher Dr. Natalie Riediger is exploring cultural meaning behind alcohol use, and what it reveals about parenting, mental health and alcohol use in Canada and Australia.
Natalie Riediger, an associate professor in the Faculty of Agricultural and Food Sciences, studies issues of food and health equity for marginalized populations. She is leading a new project to better understand how alcohol – especially wine – is portrayed and used by moms.
Dr. Natalie Riediger, Faculty of Agriculture and Food Sciences
“Our aim is to understand ‘wine mom culture’ in its fullness using interdisciplinary methods across wide-ranging populations,” Riediger says. “Our hope is to better understand how emotions, social pressures and culture influences the way mothers think about drinking.”
While the researchers acknowledge the recent Canadian low-risk drinking guidelines as one perspective of alcohol use, this study is focused on what “wine mom culture” and perceptions of it can tell us about motherhood and parenting in Canada. For example, moms who drink wine may be portrayed differently than those who don’t in social media, traditional media and even in the way people talk about motherhood every day.
“By understanding the nuances within social media and pop culture portrayals, we hope to improve communication about the risks of alcohol use and mothering,” says Riediger.
Aside from the risks, alcohol use has a two-way relationship with wellness.
Project funding will also be used to support media engagement workshops with project partner Shared Health Mental Health & Addictions. This platform will grant researchers and media professionals a long-term opportunity to share insights relevant to their work.
Aside from the risks, alcohol use has a two-way relationship with wellness by providing a sense of connection or a way to cope with stress and isolation. Recognizing this will help researchers shed light on the social impacts related to a sense of belonging and mothers’ perspectives of their own alcohol use, health and well-being.
Using a feminist lens, the researchers will explore cultural meanings ascribed to health and parenting and other factors associated with alcohol use. The study has broad implications, including areas like family well-being, substance use, media and communications studies, addictions and mental health.
“Congratulations to Dr. Riediger on receiving this competitive federal funding,” said Dr. Mario Pinto, Vice President (Research and International). “Her research improving public understanding of human thought and behavior is contributing to improved health equity for Canadian mothers while also demonstrating our UM commitment to driving change through research.”
This project is supported with $356,924 in Insight Grant funding from the Social Sciences and Humanities Research Council.
Research at the University of Manitoba is partially supported by funding from the Government of Canada Research Support Fund.