This article seeks to understand how the construction of the discursive ethos of motherhood takes place in celebrity mommy blogs, analyzing the construction of the ethos through lexicon and argumentation. It uses the theoretical frameworks of Celebrity Studies, Media and Childhood, and Discourse Analysis in the French tradition. We used Content Analysis to analyze the themes that occur in these platforms, that were then selected down to three text on the topic of work-family conciliation, on which we applied the main methodology of the article - Discourse Analysis. We analyse the difference in the representation of celebrity blogs and mommy blogs who became celebrities; the ethos that mothers are trying to portray; and how the children assist in construction that.