‘It Matters How They See You’: ‘Maternal Activation’ As a Strategy to Navigate Contradictory Discourses of Motherhood and Neoliberal Activism in the Welsh Homelessness System

Abstract Despite increasing attention to the importance of gender as an analytic to understanding neoliberal welfare reform, little attention has been paid to how motherhood operates to structure experiences. We propose the term ‘maternal activation’ to describe how homeless mothers as a group are subject to, and yet repurpose and resist, specific forms of social control characterising neoliberal paternalistic welfare structures. Drawing on a Critical Discourse Analysis of semi-structured interviews with fifty-four frontline homelessness workers, and eighteen homeless mothers, within the newly conditionalised Welsh homelessness system, we argue that homeless mothers have distinct experiences of neoliberal welfare governance. They navigate contradictory demands of attentive caregiving and economically engaged citizenship, amid devaluation of care created by a neoliberal emphasis on entrepreneurialism. However, performing intense motherhood offers strategic advantage for homeless mothers by enabling them to be read as ‘legible’. This highlights the utility of motherhood as a framework to understand welfare citizenship.