Related to emotional labour, the practice of hiding/concealing one’s emotions or performing certain emotions so that one can get through the work day. Affective labour can be understood as the management/regulation of one’s own affect, as well as (potentially) the affect of others. In “‘But we still try’: affective labor in the corporate mommy blog” Kelsey Cummings writes, “Where traditional, personal mommy blogs have been understood to perform affective labor on behalf of readers (by assuaging guilt and providing commiseration and community), corporate mommy blogs provide readers with instruction on the management of their own affective labour, the function of which is generally to sell sponsored products” (Cummings 2017). Mommy bloggers, whether corporate or personal, manage their own affects and influence their follower’s affects, too.