Social media usage of mothers for seeking information about mother’s breastfeeding: The case study of “Sutheera Uerpairojkit Facebook Fan Page””

Abstract

                  The article entitled “Social Media Usage of Mothers for Seeking Information about Mother’s Breastfeeding: The Case Study of “Sutheera Uerpairojkit Facebook Fan Page””, attempts to study mother’s social and mental conditions which affect the use of Facebook Fan Page, “Sutheera Uerpairojkit”. Also, it aims to observe advantages, gratifications and the potential consequences from visiting the Fan Page. The paper offers a method of an in-depth interview of 18 mothers, following the Fan Page. The researcher divides the samples into three groups including: a mother-to-be, a new mother, and an experienced mother. The central
hypothesis is that the difference in the length and experience of being a mother can influence the social and mental conditions, expectation, interest and gratification as well as other various impacts.

                   The analysis reveals that: the social condition factors which are age, economic and education level, social value relating to mother breastfeeding, media reception characteristics, mothering experiences,
and assistance from surrounding people: and mental condition factors which are feelings toward a mother’s roles and attitudes toward mother breastfeeding: are correlated with the searching of information in Sutheera Uerpairojkit Facebook Fan Page. However, the details in each group are dissimilar. The mothers in each group are satisfied with Sutheera Uerpairojkit Facebook Fan Page with both information and mental benefits. Moreover, using the page can bring the unexpected outcomes from the mothers. The page additionally promotes mothering identity, pride of mother role, and intention to prolong the mother breastfeeding.

                   The research result leads to other research discussions involving: the change of opinion leader about mother breastfeeding from mother to online social media experts: the discourse of mother breastfeeding and the construction of mother identity on new media: as well as the relation of woman’s power and mother breastfeeding, as such.