Diverse Yet Hegemonic: Expressions of Motherhood in “I'm a Mormon” Ads

Abstract

The LDS Church's multi-million-dollar “I'm a Mormon” ad campaign has been largely seen as indicating the Church's desire to alter public perceptions about Mormons. I read these ads differently by focusing on how Mormon ideology is perpetuated. I argue that these ads send a clear, although subtle, message about Mormon family values, especially the ideal of womanhood/motherhood. While showing diverse Mormon women in various social positions, these ads reaffirm, not defy, the “traditional” gender roles for women as they emphasize (stay-at-home) motherhood above all other identities.