The influence of social media in childbirth : a qualitative exploration of midwives’ attitudes and experiences

Abstract

Social media is increasingly shaping childbirth experiences, yet limited research exists on its impact from the perspective of midwives, particularly in Malta. This study will explore midwives’ perspectives on the influence of social media in childbirth, aiming to understand how they define and engage with various platforms, identify key topics of concern, and examine the additional roles they may assume in response to social media trends. A qualitative approach will be used, involving interviews with eight midwives selected through convenience sampling. Their responses will undergo thematic analysis to identify recurring themes and insights. This study is expected to provide a deeper understanding of the benefits and challenges midwives associate with social media, their strategies for adapting to its influence, and its implications for maternal care. Additionally, the research will explore whether midwives perceive social media as a valuable educational tool or a source of misinformation and how this impacts their professional responsibilities. Understanding these perspectives may help midwives develop more effective strategies for guiding expectant mothers through the overwhelming amount of online childbirth-related content. The findings may contribute to enhancing midwives’ knowledge, improving childbirth experiences, and informing the development of policies and guidelines for the responsible use of social media in maternity care. Furthermore, this study may encourage further research into the intersection of digital health communication and midwifery, fostering a more evidence-based approach to integrating social media into maternal healthcare practices.