A new study from the University of Nebraska–Lincoln suggests that a 'dose of reality' on social media can help reduce shame and mitigate negative feelings among mothers who are exposed to heavily curated, idealized content from momfluencers. The research highlights the strong relationship between shame and postpartum depression, a condition affecting one in eight women with a recent live birth in the United States.
The Impact of Momfluencer Content
Momfluencers, who often share polished images of their perfect lives and children with millions of followers, can inadvertently harm the mental health of new mothers. The study warns that constant exposure to such idealized posts can lead to increased shame and lower positive emotions. However, the researchers found that incorporating realistic content into social media feeds can counteract these effects.
'I think these results show that platforms need to do more to avoid the echo chambers that people find themselves in,' said scholar Ciera Kirkpatrick in a statement. 'For moms who are on social media, it's very easy for them to get into these traps of just seeing idealized content.' She added that algorithms could be adjusted to bring more diversity to users' feeds.
Algorithmic Echo Chambers
Social media algorithms act like an 'invisible DJ,' selecting posts based on browsing history, as explained by University of Alabama marketing associate professor Parker Woodroof. This can create echo chambers that reinforce certain views. Research from the University of Rochester indicates that when algorithms incorporate more randomization, users are exposed to a broader range of perspectives and become more open to differing views.
Kirkpatrick emphasized that her findings do not suggest mothers should abandon social media entirely. 'We don't have to tell moms they can't be on social media at all,' she said.
Postpartum Depression and Mental Health
The study used a simulated social media feed with curated videos, comparing mothers who saw only idealized content with those who saw a mix of content. Mothers exposed only to idealized posts reported significantly more shame and lower positive emotions, although anxiety levels were not reduced in the mixed-content group. Idealized posts have also been linked to increased anxiety and reduced confidence in parenting abilities.
'It's very problematic, because social media really idealizes motherhood,' Kirkpatrick noted. 'There's a strong relationship between shame and postpartum depression.' Postpartum depression rates have risen sharply among new mothers in the U.S., with the rate seven times higher in 2015 than in 2000, according to the U.S. Centers for Disease Control and Prevention. One in eight women with a recent live birth now report symptoms of postpartum depression.
Mental health conditions are the leading cause of pregnancy-related death in America, with 23% of deaths occurring between one week and one year after pregnancy attributed to mental health issues. Researchers from the University of Michigan and Columbia University have noted a decline in maternal mental health since 2016.
Recommendations for Healthier Social Media Use
Kirkpatrick suggests that updated guidance from doctors and therapists could be beneficial, including content that highlights the downsides of social media for mothers and shares strategies for healthier use. Postpartum screenings could include questions about time spent online and changes in feelings after using social media.
'It could be beneficial, and I hope to do a future study on it, if health care providers could utilize social media and post content so that the mothers are finding the information where they're already at, in their feeds,' she said.
