DESTIGMATISING INFANT LOSS WITH PHOTOGRAPHY AND HASHTAGS ON INSTAGRAM

A baby’s new life is often celebrated publicly on social media by sharing ultrasound images and photographs of pregnancy and childbirth. However, not all births go to plan; sometimes, a baby tragically dies, and birth’s social rituals of photographic celebrations cease. While sharing photographs of a deceased baby is rare, numerous examples on the social media platform Instagram reveals that this is slowly changing. Undertaking a search of hashtags associated with infant loss reveals a social movement led by mothers, birth photographers and midwives aiming to destigmatise the death of a baby. These women aim to build death literacy and raise awareness of infant loss by sharing personal stories and photographs of and with their deceased babies. In turn, the hashtags reveal an online community of women who, in supporting each other, understand the critical role of sharing birth and death photographs on social media. This essay explores the complex terrain of visualising infant loss while visually and textually analysing Instagram posts to reveal how and why mothers use photography, alongside captions and hashtags, to express their loss publicly.