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Federal Center of Theoretical and Applied Sociology of the Russian Academy of Sciences
This article’s main focus is a certain matter, namely – the uprising of a market for services which replace or supplement those functions which are traditionally carried out by families. This article analyzes popular scientific articles, internet-forums, and service offers on the internet which have to do with maternity and the upbringing of children, the main objective being identifying instances of paid assistance for families on behalf of outside experts, as well as methods of stimulating the consumption of such assistance. Creating motivation for passing functions such as child upbringing and care to outside experts, as well as the availability of resources in the form of commercial offers, leads to the formation of a market for family services in Russia and abroad. The author attempts to identify and evaluate new paid services which did not exist prior or existed in other forms, offered to families who are the target commercial audience, with said services leading to the commercialization of family functions and the outsourcing of traditional parental practices to outside experts.
family services market, social roles, paid household services, outsourcing, parenting, modern family.
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