Connecting without Connection: Using Social Media to Analyze Problematic Drinking Behavior among Mothers

Abstract Alcohol abuse among women, specifically mothers, is on the rise and has been called an emerging public health crisis. Social media, unrealistic societal expectations, and alcohol dependency drive some women into isolation. In a polycentric media environment where user-generated content is the norm, developing public service announcements (PSAs) to increase awareness of the dangers of overconsumption and regulating harmful alcohol-related messages is becoming less effective and practicable. In order to understand the connection between social media, cultural expectations, and alcohol use, this study analyzes a popular social media page titled Mommy Drinks Wine and Swears (MDWAS). The posts and comments on the page are interpreted through the lens of ritual behavior, social gifts, and risk perception. Using the themes that emerged from the inductive analysis, the research uncovers opportunities for intervention that include promoting the true social relationships that support women, instead of superficial connections on social media, and working with women to co-produce more relevant messages. Further, this research has implications for current health communication models that do not include the possibility of reaching an audience that believes they are immune to the dangers and risks associated with drinking in excess.