Abstract
In today’s age of online communication and social media, one factor to be explored is the way social networking sites (SNSs) are being employed to provide peer support to breastfeeding mothers. To date, there has been very little research specifically studying peer moderated, online support groups (OSGs) that provide breastfeeding support.
One of the most interesting developments in social media is the rapid and continuous proliferation of Facebook. What began as a way to connect students, now boasts 1.55 billion monthly users (Zuckerberg, 2015), or about one-sixth of the world's population . Facebook had around 1 million users by the end of its first year and today, around 9 million Australians use the site daily, including 7.3 million who log in via a mobile device. On a monthly basis, the number of Australian users increases to 12 million (Ross, 2014).
Traditionally, the Australian Breastfeeding Association (ABA) has provided information, education and peer support for breastfeeding mothers via their Breastfeeding Helpline, email counselling, online forums (OSGs) and face-to-face at group meetings (Australian Breastfeeding Association, 2015). Given the current environment, the ABA and other breastfeeding support organisations need to consider the role of Facebook and other SNSs as they endeavour to support, educate and engage breastfeeding mothers well into the 21st century.
Employing an online ethnographic research approach (netnography) (Kozinets, 2010), this study investigates how breastfeeding mothers find support online using closed Facebook groups. Data collection comprised of two steps:
1) Online depth interviews (utilising Facebook “Chat” function) with administrators of three ABA closed Facebook groups in late 2013, early 2014.
2) Online focus groups (utilising Facebook “Events” function) of groups of six to eight active participants from each of these three groups in late 2014.
The aim of this study was to explore the experiences of mothers using closed Facebook groups attached to the ABA and how these mothers seek and share breastfeeding support and information. As the first Australian study of its type, it offers a ‘wide-angle’ view of a largely new area of investigation.
SNSs for breastfeeding support are increasingly popular. They provide information, support, and an interactive space for members to share experiences and emotions. Based on the observations throughout this study, it has become evident that the ABA are providing a meaningful and valuable service to their members by supporting the use of SNSs in the form of closed Facebook groups for breastfeeding support and information. The SNSs observed in this study are evidence that moderated OSGs can be successfully developed and facilitated using SNSs like Facebook. Furthermore, participation in such groups can be empowering for both new and more experienced mothers.
Participants described an experience that reflected the core vision and mission of the ABA and provided a complimentary and ‘value-added’ service to the face-to-face, telephone and email services already provided by the Association to support breastfeeding. What could possibly be perceived as a ‘threat’ to or ‘replacement’ for these established services, appears to be a valuable tool that enhances and compliments these services, while staying in touch with new technologies and the next generation of mothers.
In conclusion, the overarching theme of support and the four sub-themes identified and explored in this study consolidate to tell an important story about the type of support the ABA is providing for breastfeeding mothers via the online community it has created with its SNSs via closed Facebook groups – a community that is complimentary to its pre-existing services that have been developed to provide immediate information and support for breastfeeding mothers around Australia.
References:
Australian Breastfeeding Association. (2015). About the Australian Breastfeeding Association. Retrieved 8th June, 2015, from https://http://www.breastfeeding.asn.au/aboutaba
Kozinets, R V. (2010). Netnography: Doing ethnographic research online. London: Sage.
Ross, M. (2014). Facebook turns 10: The world's largest social network in numbers. Retrieved 6th June, 2015, from http://www.abc.net.au/news/2014-02-04/facebook-turns-10-the-social-network-in-numbers/5237128
Zuckerberg, M. (2015). Facebook Community Update. Retrieved 8 November 2015, 2015, from https://http://www.facebook.com/zuck/posts/10102457987924291?fref=nf&pnref=story
One of the most interesting developments in social media is the rapid and continuous proliferation of Facebook. What began as a way to connect students, now boasts 1.55 billion monthly users (Zuckerberg, 2015), or about one-sixth of the world's population . Facebook had around 1 million users by the end of its first year and today, around 9 million Australians use the site daily, including 7.3 million who log in via a mobile device. On a monthly basis, the number of Australian users increases to 12 million (Ross, 2014).
Traditionally, the Australian Breastfeeding Association (ABA) has provided information, education and peer support for breastfeeding mothers via their Breastfeeding Helpline, email counselling, online forums (OSGs) and face-to-face at group meetings (Australian Breastfeeding Association, 2015). Given the current environment, the ABA and other breastfeeding support organisations need to consider the role of Facebook and other SNSs as they endeavour to support, educate and engage breastfeeding mothers well into the 21st century.
Employing an online ethnographic research approach (netnography) (Kozinets, 2010), this study investigates how breastfeeding mothers find support online using closed Facebook groups. Data collection comprised of two steps:
1) Online depth interviews (utilising Facebook “Chat” function) with administrators of three ABA closed Facebook groups in late 2013, early 2014.
2) Online focus groups (utilising Facebook “Events” function) of groups of six to eight active participants from each of these three groups in late 2014.
The aim of this study was to explore the experiences of mothers using closed Facebook groups attached to the ABA and how these mothers seek and share breastfeeding support and information. As the first Australian study of its type, it offers a ‘wide-angle’ view of a largely new area of investigation.
SNSs for breastfeeding support are increasingly popular. They provide information, support, and an interactive space for members to share experiences and emotions. Based on the observations throughout this study, it has become evident that the ABA are providing a meaningful and valuable service to their members by supporting the use of SNSs in the form of closed Facebook groups for breastfeeding support and information. The SNSs observed in this study are evidence that moderated OSGs can be successfully developed and facilitated using SNSs like Facebook. Furthermore, participation in such groups can be empowering for both new and more experienced mothers.
Participants described an experience that reflected the core vision and mission of the ABA and provided a complimentary and ‘value-added’ service to the face-to-face, telephone and email services already provided by the Association to support breastfeeding. What could possibly be perceived as a ‘threat’ to or ‘replacement’ for these established services, appears to be a valuable tool that enhances and compliments these services, while staying in touch with new technologies and the next generation of mothers.
In conclusion, the overarching theme of support and the four sub-themes identified and explored in this study consolidate to tell an important story about the type of support the ABA is providing for breastfeeding mothers via the online community it has created with its SNSs via closed Facebook groups – a community that is complimentary to its pre-existing services that have been developed to provide immediate information and support for breastfeeding mothers around Australia.
References:
Australian Breastfeeding Association. (2015). About the Australian Breastfeeding Association. Retrieved 8th June, 2015, from https://http://www.breastfeeding.asn.au/aboutaba
Kozinets, R V. (2010). Netnography: Doing ethnographic research online. London: Sage.
Ross, M. (2014). Facebook turns 10: The world's largest social network in numbers. Retrieved 6th June, 2015, from http://www.abc.net.au/news/2014-02-04/facebook-turns-10-the-social-network-in-numbers/5237128
Zuckerberg, M. (2015). Facebook Community Update. Retrieved 8 November 2015, 2015, from https://http://www.facebook.com/zuck/posts/10102457987924291?fref=nf&pnref=story
| Original language | English |
|---|---|
| Type | Conference presentation |
| Publication status | Published - 24 Aug 2016 |