Mothers Marketing to Mothers: An Exploration of Cannabis Use and Constructions of Motherhood on Instagram and Blog Posts

Abstract Background: Cannamom culture (CMC), an online movement for acceptance of cannabis use among mothers, has gained traction on social media. The urgency for exploration of CMC in a Canadian context was enhanced through legalization of cannabis in 2018, followed by legalization of cannabis edibles in 2019. Objectives: We sought to explore cannamoms’ social media and blog posts, and their representations of cannabis use and motherhood. Methods: This qualitative study utilized reflexive thematic analysis of Canadian cannamom blog posts (N