Análise do conteúdo dos vídeos sobre aleitamento materno postados na rede social Instagram

Abstract

Objective: To analyze the content of videos about breastfeeding (BF) posted on the social network Instagram. Methods: Quantitative and qualitative cross-sectional study carried out with the content and messages of videos about BR on Instagram. Data were extracted from public profiles using four hashtags: #breastfeeding; #breastfeeding; #breast milk; #breastfeeding. The quantitative data extracted were: engagement number of publications, duration of the video, profile (institutional, personal and others) of the post, activity performed in the video (explanatory and narrative, explanatory, breastfeeding display, illustrative), exposure of the breast when breastfeeding (yes/no), and the characteristics of the ethnicity and gender of the adults/mothers, age group of the child exposed in the videos. Quantitative data were expressed as absolute and relative frequencies. The messages conveyed in the videos were organized into thematic categories based on the content and messages of the videos. Results: Were analyzed 888 videos, most of which were posted on public profiles of health professionals (60%). #breastfeeding had the highest number of videos (n=516). We found that 91% of the videos had women, 73% of the videos had white people and 59% had the presence of a child of early childhood age. Were created 14 thematic categories. Approximately one third of the videos (27.5%) had as their main message “Experiences and support for BF”, followed by “Event publicity and celebration of the Golden August” (19.1%) and “Benefits and recommendations of BF” ( 14.1%). Conclusion: The main contents identified in the videos published on Instagram refer to the dissemination of the benefits of BF and, mainly, the creation of a support network for BF.