Qualitative Content Analysis of Reddit User's Posts About Exclusive Pumping

Research suggests that people who exclusively express their breast milk often consult social media for information and resources and may use this even more often than lactation professionals, but little research has explored the content of social media information on exclusive expression.

The aim of this study was to identify patterns in exclusive expression information exchange on the social media platform Reddit, a naturalistic social environment where niche community discussions occur.

This qualitative study explored the content on a Reddit community for exclusive expression. Publicly available posts were scraped, and a total of 989 posts were analyzed.

The analysis revealed four main themes of content: supply, device, maternal nutrition, and mental health. Four forms of communication were identified: asking for tips or advice, giving tips or advice, stories, and vents. The most common post themes were supply (38.3%) and specifically discussions of schedules or weaning. Devices were discussed in 23.2% of posts and specifically pumps (12.4%) and pump parts (e.g., flanges, batteries, and duck bills/membranes; 9.8%).

This study addresses a gap in the current literature and is the first to explore exclusive expression information on the social media platform Reddit. Although most posts pertain to asking for tips or advice, use of the platform for emotional support and as a community also was common. This knowledge can inform lactation professionals of common questions about expression and therefore allow for targeted resources about pump schedules, device selection, and technical troubleshooting.