Using Social Media for Breastfeeding Communication in Indonesia

Using Social Media for Breastfeeding Communication in Indonesia

ABSTRACT : Breastfeeding is known to positively affect maternal and child health. Despite the many
benefits of breastfeeding, Indonesia‘s breastfeeding rate is still below target. Social media can be a useful
communication for development tool to promote breastfeeding in Indonesia. Understanding how social media is
used in communicating and promoting breastfeeding can help in tailoring programs to increase the breastfeeding
rate. This paper aims to analyze the potential and challenges of social media in breastfeeding communication by
examining the functions of social media in breastfeeding communication. The results are social media in
breastfeeding communication can be classified into two major functions, namely for informational and social
purposes. Informational refers to resource and curation functions, whereas social refers to community, social
support and social activism. The social function, especially social support seemed to be the most widely
reported function of social media, due to the networked nature of social media. Although challenged with the
issue of digital divide and other external factors that affect breastfeeding, social media may be an effective tool
in breastfeeding promotion and communication.

KEYWORDS: breastfeeding, development, health communication, social media