Accepted for/Published in: JMIR Pediatrics and Parenting
Date Submitted: Apr 11, 2019
Date Accepted: Dec 2, 2019
Pro-Breastfeeding Social Media Groups: Hidden Communities of Practice?
ABSTRACT
Background:
In recent years, research around the intersection of motherhood, breastfeeding, and technology has grown significantly. These technological advancements elicit a need to better understand how communication and interaction between mothers within social media groups impacts breastfeeding-related outcomes.
Objective:
This study aimed to explore utilization of an existing pro-breastfeeding Facebook group, and how utilization influences breastfeeding-related knowledge, attitudes and behaviors.
Methods:
A mixed methods study was conducted exploring the experiences of participants within a Facebook pro-breastfeeding group. Participants recruited from within this social media group engaged in Online Focus Group Discussions (FGDs) (n=21) and additional individual interviews (n=12). Thematic analysis of qualitative data led to the conceptualization and contextualization of a breastfeeding community of practice (COP). A quantitative survey was then developed to assess the prevalence of these experiences amongst mothers within the group (n=314).
Results:
Qualitative findings showed an overall sense of community, elaborating on trust, interaction, and the promotion of breastfeeding. Quantitative results showed an extremely high exclusively breastfeeding rate at 6 months (69%), as well as a high percentage of mothers who initiated breastfeeding at some point (91.5%). Further findings show a large majority of mothers reported the group to exhibit specific aspects present within a COP.
Conclusions:
Results from this study suggest that this pro-breastfeeding Facebook formed an organic online COP. Interaction within the COP positively impacted breastfeeding outcomes. Further examination and exploration of breastfeeding COPs, including using this type of model as a method of lactation support or as a telemedicine framework, is a clear need. Results suggest pro-breastfeeding support groups that form a COP have the potential to positively influence breastfeeding-related outcomes. Ultimately, improved breastfeeding outcomes can lead to better quality of life for mother-infant dyads, including both physical and mental health outcomes.
Citation
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