Breastfeeding Communication Strategies, Challenges and Opportunities in the Twitter-Verse: Perspectives of Influencers and Social Network Analysis

Sara Moukarzel, Anita Caduff, Martin Rehm, Miguel del Fresno, Rafael Pérez-Escamilla and Alan J. Daly
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Sara Moukarzel: Larsson-Rosenquist Foundation Mother-Milk-Infant Center of Research Excellence, University of California San Diego, La Jolla, CA 92161, USA
Anita Caduff: Department of Education Studies, University of California San Diego, La Jolla, CA 92161, USA
Martin Rehm: Institute of Educational Consulting, University of Education Weingarten, 88250 Weingarten, Germany
Miguel del Fresno: Department of Social Work, National Distance Education University, 28015 Madrid, Spain
Rafael Pérez-Escamilla: Department of Social and Behavioral Sciences, Yale School of Public Health, New Haven, CT 06510, USA
Alan J. Daly: Department of Education Studies, University of California San Diego, La Jolla, CA 92161, USA

IJERPH, 2021, vol. 18, issue 12, 1-13

Abstract: Using social media is one important strategy to communicate research and public health guidelines to the scientific community and general public. Empirical evidence about which communication strategies are effective around breastfeeding messaging is scarce. To fill this gap, we aimed to identify influencers in the largest available Twitter database using social network analysis ( n = 10,694 users), inductively analyze tweets, and explore communication strategies, motivations, and challenges via semi-structured interviews. Influencers had diverse backgrounds within and beyond the scientific health community (SHC; 42.7%): 54.7% were from the general public and 3% were companies. SHC contributed to most of the tweets ( n = 798 tweets), disseminating guidelines and research findings more frequently than others ( p < 0.001). Influencers from the general community mostly tweeted opinions regarding the current state of breastfeeding research and advocacy. Interviewees provided practical strategies (e.g., preferred visuals, tone, and writing style) to achieve personal and societal goals including career opportunities, community support, and improved breastfeeding practices. Complex challenges that need to be addressed were identified. Ideological differences regarding infant feeding may be hampering constructive communication, including differences in influencers’ interpretation of the WHO International Code of Marketing of Breast-milk Substitutes and in perspectives regarding which social media interactions encompass conflict of interest.

Keywords: breastfeeding; public health; social media; social network analysis; science communication; communication strategies; influencers; Twitter; challenges and opportunities (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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