Abstract
Breastfeeding is an important public health issue and is associated with reduced infant mortality and improved health outcomes for children and their mothers. This act of breastfeeding “makes the world healthier, smarter, and more equal” (The Lancet, 2016). Research indicates that although most women are aware of the importance of breastfeeding, they are often denied the opportunity to meet their breastfeeding goals due to a lack of consistent informational and emotional support (Bridges, 2018).
In Australia, 96% of women initiate breastfeeding, however, this figure decreases every month thereafter until at 5 months of age only 15% of infants are exclusively breastfed (AIHW, 2011). This is contrary to World Health Organization (WHO) recommendations for exclusive breastfeeding until 6 months and continued breastfeeding until 2 years of age and beyond. Two of the key inhibitors for breastfeeding in high income countries such as Australia, are returning to work and breastfeeding in public (AIHW, 2011).
In recent times, there have been substantial changes to the way breastfeeding parents seek and receive support in their role. It is evident that social media has become a significant method of communication and social connection for the current generation of parents. By designing social media tools and integrating the use of social networking sites into the support mechanisms available to breastfeeding parents, employers can provide cost-effective and socially relevant methods of connecting with and supporting breastfeeding parents – now and into the future (Bridges, 2018).
The Breastfeeding Parents Australia research project aligns with another body of work that Dr Nicole Bridges conducted as part of her PhD studies. The aim of the study was to explore the experiences of parents seeking, receiving and giving breastfeeding support online, and the nature of that support. This study had the following objectives: 1) To identify the types of social support engaged in local closed Facebook groups attached to the Australian Breastfeeding Association (ABA); 2) To advance understanding of the experiences of parents using local closed Facebook groups attached to the ABA and how these parents find and share breastfeeding support and information; 3) To investigate the specific breastfeeding topics that parents are researching via social networking sites (SNS) such as Facebook, and how breastfeeding peer supporters respond with informational and emotional support to queries about breastfeeding concerns on a SNS.
In March 2020, the ABA launched ‘Breastfeeding with ABA (Australian Breastfeeding Association)’, a national closed Facebook group aimed at offering peer encouragement and support in breastfeeding and parenting. This group has since been transferred to another grass roots organisation and is operating under the name of 'Breastfeeding Parents Australia'.
This research project will continue this important research established by Dr Bridges by exploring the impact of participation in the new national closed Facebook group, Breastfeeding Parents Australia has on:
• Breastfeeding parents
• The volunteers who moderate and administer this group.
In Australia, 96% of women initiate breastfeeding, however, this figure decreases every month thereafter until at 5 months of age only 15% of infants are exclusively breastfed (AIHW, 2011). This is contrary to World Health Organization (WHO) recommendations for exclusive breastfeeding until 6 months and continued breastfeeding until 2 years of age and beyond. Two of the key inhibitors for breastfeeding in high income countries such as Australia, are returning to work and breastfeeding in public (AIHW, 2011).
In recent times, there have been substantial changes to the way breastfeeding parents seek and receive support in their role. It is evident that social media has become a significant method of communication and social connection for the current generation of parents. By designing social media tools and integrating the use of social networking sites into the support mechanisms available to breastfeeding parents, employers can provide cost-effective and socially relevant methods of connecting with and supporting breastfeeding parents – now and into the future (Bridges, 2018).
The Breastfeeding Parents Australia research project aligns with another body of work that Dr Nicole Bridges conducted as part of her PhD studies. The aim of the study was to explore the experiences of parents seeking, receiving and giving breastfeeding support online, and the nature of that support. This study had the following objectives: 1) To identify the types of social support engaged in local closed Facebook groups attached to the Australian Breastfeeding Association (ABA); 2) To advance understanding of the experiences of parents using local closed Facebook groups attached to the ABA and how these parents find and share breastfeeding support and information; 3) To investigate the specific breastfeeding topics that parents are researching via social networking sites (SNS) such as Facebook, and how breastfeeding peer supporters respond with informational and emotional support to queries about breastfeeding concerns on a SNS.
In March 2020, the ABA launched ‘Breastfeeding with ABA (Australian Breastfeeding Association)’, a national closed Facebook group aimed at offering peer encouragement and support in breastfeeding and parenting. This group has since been transferred to another grass roots organisation and is operating under the name of 'Breastfeeding Parents Australia'.
This research project will continue this important research established by Dr Bridges by exploring the impact of participation in the new national closed Facebook group, Breastfeeding Parents Australia has on:
• Breastfeeding parents
• The volunteers who moderate and administer this group.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 2023 MAINN (Maternal, Parental and Infant Nutrition and Nurture Unit) Conference |
| Publisher | University of Central Lancashire |
| Publication status | Published - 20 Apr 2023 |