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2019-03-28
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Copyright (c) 2019 Gabriela Lazalde, Michelle Nakphong
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YouTube as Lactation Consultant
A Content Analysis of Breastfeeding Videos on YouTube
Gabriela Lazalde
University of California, Los Angeles
Michelle Nakphong
University of California, Los Angeles
Abstract
Breastfeeding mothers often encounter difficulties when professional and social support are limited. Using a natural language search strategy, we identified a sample of 100 popular breastfeeding-related videos on YouTube, an increasingly popular platform for disseminating health-related information. Content analysis was used to evaluate popularity, tone & purpose, informational quality, accessibility, character representation, and production value. Videos had a mean 341,953 (SD=852,340) views. Most videos referenced external information sources (84%) (e.g. health care providers or clinicians), emphasized instruction and facts (95%) and conveyed an encouraging/promoting tone (86%). Most popular topics addressed were position, latch, and nutrition. Behavior modelling (69%) or use of props/products (41%) were common. Most videos appeared to have White primary speakers (76%), with fewer Black (4%), Hispanic/Latina (4%), or Asian/Asian-American (1%) speakers. Popularity of YouTube breastfeeding content suggests free, immediate video resources provide support for breastfeeding continuation via explicit instruction and detailed information. Content may fill gaps including access to information after hours and within the privacy and convenience of home, ability to repeatedly hear advice and see it modelled, and engagement with an online community. YouTube will likely gain importance as a resource to empower mothers and normalize sustained breastfeeding.
