“Now We Just Have to Take a Step Back”: Media Portrayal of Cash‐For‐Childcare Benefits in Iceland

The Icelandic preschool system provides education and childcare services for children, thereby enabling Icelandic women to participate extensively in the labor market. This participation is a key factor in maintaining the country’s longstanding position as the most gender‐equal nation in the world. However, in recent years Iceland’s preschool system has faced significant strain due to a shortage of childcare options for children aged 12 months to 2 years. The strain was worsened by a surge in births during the COVID‐19 pandemic and political promises to guarantee preschool placements after parental leave went unfulfilled. This pressure created an environment conducive to the introduction of cash‐for‐childcare schemes that had not gained traction in Iceland up until now. We explored the portrayal of cash‐for‐childcare benefits in the Icelandic media during a period of 39 months, from January 1, 2020 to March 31, 2023, and analyzed their potential influence on women’s labor market position, childcare policies and family dynamics. By specifically examining the development of cash‐for‐childcare schemes in Iceland, we offer a comprehensive and detailed understanding of how particular childcare policies are promoted and accepted, and how this might affect women’s labor market position, broader parenting norms and gender equality. Our findings suggest that discourses on attachment and bonding merge with postfeminist sensibilities, where conflict and friction are created between the best interests of mothers and children. Furthermore, the findings illuminate challenges stemming from prevalent societal narratives that overlook the gendered nature of childcare responsibilities. These narratives can hinder the progress of women in the labor market, ultimately undermining the effectiveness of state‐sponsored childcare initiatives.