Breastfeeding rather than bottle-feeding is seen as the ideal of a good mother in Instagram comments

Breastfeeding rather than bottle-feeding is increasingly portrayed as the gold standard of motherhood on Instagram, according to a new study by Pompeu Fabra University (UPF). The research reveals that online discourse surrounding breastfeeding often imposes unrealistic expectations on mothers, fostering feelings of guilt among those who cannot or choose not to breastfeed. This dynamic has intensified alongside the rise of “instamoms”, influencers with large followings who shape perceptions of motherhood through their posts. The study, published in the journal Media & Jornalismo, examined 592 comments from 15 Instagram posts by five popular instamom accounts, including @ohmama.matrona, @mamarylactar, @yaizallinas.enf, @sleepbunny.club, and @lactapp_lactancia. These influencers position themselves as authorities on parenting and breastfeeding, offering guidance and support to their audiences. However, researchers found that their roles come with inherent contradictions. They promote expert knowledge while simultaneously engaging in the digital economy, using their platforms for personal branding or financial gain. The analysis uncovered several recurring themes in the comments. One prominent trend involves expressions of guilt and sacrifice linked to breastfeeding. Many women described feeling frustrated when they could not exclusively breastfeed due to work commitments, while others detailed the physical toll of continuing to nurse despite these challenges. Despite the difficulties, many expressed satisfaction with the emotional rewards of breastfeeding. Another key theme centered on social pressure to adhere to the traditional definition of a “good mother.” Some commenters mentioned facing judgment from healthcare professionals or family members over decisions to stop exclusive breastfeeding. Others noted that pediatricians had questioned their choices, reinforcing the notion that breastfeeding is the ultimate measure of maternal competence. The study also highlighted the lack of representation of diverse family structures and socioeconomic backgrounds in the discourse. Most comments were framed within a heteronormative model, ignoring the realities of single-parent households, non-binary parents, or mothers from varying cultural and economic contexts. This narrow perspective limits the understanding of motherhood beyond the conventional narrative. Additionally, the research identified maternal loneliness as a growing concern. Many commenters emphasized the isolation they felt during parenting, particularly in relation to limited involvement from fathers. This sentiment underscores broader societal issues regarding gender roles and shared parental responsibility. The findings align with the concept of “mommy wars,” which refers to the ideological conflicts between idealized and practical views of motherhood. Instagram has become a battleground for these debates, where supportive communities coexist with spaces of public scrutiny. The platform’s algorithm further amplifies such content, prioritizing posts that generate engagement, often reinforcing the pressure to conform to specific norms. Researchers from the UPF Department of Communication, Mittzy Arciniega-Cáceres and Sílvia Escobar, noted that the influence of instamoms extends beyond mere information sharing. Their posts often blend personal experience with professional expertise, creating a hybrid space where advice is both empowering and potentially oppressive. This duality shapes how mothers perceive their own abilities and choices. The study also pointed out that the World Health Organization recommends exclusive breastfeeding for the first six months, yet maternal leave policies in countries like Spain offer only 19 weeks. This discrepancy contributes to the challenge of maintaining breastfeeding, especially for working mothers. Structural barriers such as employment demands and inadequate workplace support play a critical role in shaping the realities of motherhood. As the debate around breastfeeding continues to evolve, the role of social media in influencing maternal identity becomes more pronounced. The findings suggest that while Instagram can serve as a valuable resource for support and education, it also perpetuates harmful stereotypes and pressures. Understanding these dynamics is essential for promoting more inclusive and realistic representations of motherhood.