Protecting, promoting, and supporting breastfeeding on Instagram
Alessandro R Marcon1, Mark Bieber2, Meghan B Azad3
1Health Law Institute, Faculty of Law, University of Alberta, Edmonton, Alberta, Canada.
Maternal & Child Nutrition
|August 7, 2018
Summary
Instagram supports breastfeeding mothers by fostering positive online communities. This social media platform helps mothers share experiences and build confidence, though educational content is limited.
Area of Science:
- Public Health
- Social Media Studies
- Maternal and Child Health
Background:
- Breastfeeding offers significant benefits but global rates fall short of recommendations.
- Social and societal factors contribute to suboptimal breastfeeding.
- Social media's influence on health behaviors is a growing research area.
Purpose of the Study:
- To investigate how Instagram supports and promotes breastfeeding.
- To analyze content related to breastfeeding on Instagram.
Main Methods:
- Systematic analysis of 4,089 images and 8,331 comments on Instagram.
- Utilized popular breastfeeding hashtags: #breastfeeding, #breastmilk, #breastisbest, #normalizebreastfeeding.
Main Results:
- Instagram facilitates sharing of diverse breastfeeding content and creation of supportive networks.
- User discussions were predominantly positive and personal, lacking antagonism.
- Frequent depiction of commercial products contrasted with limited educational content.
Conclusions:
- Instagram serves as a platform for breastfeeding mothers to build supportive communities.
- The platform offers potential for broader breastfeeding normalization, protection, and promotion.
- Opportunities exist to enhance educational content and support on Instagram.
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