Online ethnography of breastfeeding discussions in social networking sites for Hong Kong mothers

With the growth of social networking, parents are increasingly sharing their experiences and opinions or seeking help with childcare through online platforms. This study explored breastfeeding‐related topics that Hong Kong mothers raise on social networking sites and how other mothers respond; and how these sites could be a facilitator or barrier to breastfeeding. An online ethnographic approach was used to collect breastfeeding‐related discussions (posts and responses) among mothers from three sources: two closed moderated Facebook groups with more than 1000 members, and one open unmoderated forum (Baby Kingdom) (26 December 2021–26 May 2022). Posts not related to breastfeeding (e.g., about formula feeding only) were excluded. Data were collected by a nonparticipatory approach to avoid disrupting the dynamics of the groups. In total, 131 original posts and their 802 responses were collected, of which the common topics discussed were breastfeeding technique, breastfeeding‐related health issues, breastfeeding mothers returning to work, and COVID‐19 vaccination/infection during breastfeeding. The responses to the queries on breastfeeding technique and health issues in the closed groups were mostly about sharing breastfeeding knowledge and health information to provide timely emotional support and practical solutions. Although similar responses were observed in the open forum, sharing experiences in using formula milk were frequently observed in the responses to posts related to breastfeeding. Social networking sites could be facilitators and barriers to breastfeeding. The potential for infant formula promotion in open forums requires further monitoring and evaluation. Moderation and support from trained professionals or peers could be important. This online ethnographic study explored breastfeeding discussions among Hong Kong mothers on social networking sites. Common topics discussed on two closed and one open social networking sites were breastfeeding technique issues, breastfeeding‐related health issues, and COVID‐19 vaccination/infection concerns. Closed Facebook groups moderated by mothers with breastfeeding experience can facilitate breastfeeding by sharing breastfeeding knowledge and techniques and providing emotional support. Open unmoderated social networking sites have the potential for infant formula promotion that requires further evaluation.