Abstract
Contemporary socio-cultural transformations of family life can be observed in the area of non-specialist parental discourse in terms of both modern parenthood and the celebration of childhood. The new quality in the experience and creation of parenthood is noticeable especially in the communication performed with the help of Web 2.0 tools (which are currently among the most important platforms for the exchange of particularly valued “unscientific” – experience, because it is based on empirical knowledge). Internet messages (entries, posts, comments) create an involved parenting and glorify a small child as a subject of parental efforts in the context of post-hierarchical relationships, but they also serve to profile communities gathered around a superior idea or topic (e.g. eco-mum, modern mother, fitmum, dad in the city, dad at work, etc.). They also endorse the principle of the aestheticisation of everyday life, the messages are filled with linguistic humour and expose a non-standard way of thinking, matching perfectly the main trends of postmodern communication.
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