| Summary: | This article analyses discursive strategies in current German parenting magazines and argues that “motherhood” is connected to conservative gender roles and, at the same time, aligned with an individualistic post-feminist discourse. The analysed texts reshape conservative models of motherhood and gender, especially concerning the mother-child relationship, the question of the “compatibility” of unpaid and paid work, and gendered parental positions. As a result of the discursive strategies and alliances, the political and structural dimensions concerning care-work, gender equality, and intersectionality are buried under an individualistic framework. We bring this depoliticisation to light and make space for new feminist perspectives on motherhood.
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