2026 Theses Doctoral

MOTHA (Mothers On THe Algorithm): A Qualitative Study to Understand Black Women’s Experiences Using Instagram and TikTok within the First Year of Motherhood

Dorvil, Sheena

Black women in the United States face inequities in postpartum health and mental health outcomes. However, limited research has examined how social media shapes their postpartum experiences during the first year after childbirth. As social media platforms such as Instagram and TikTok increasingly serve as sources of information, connection, and emotional support, this qualitative study examined how first-time Black postpartum mothers engage with social media content, perceive social support, and interpret the emotional and mental health impacts of platform use.

Guided by Uses and Gratifications Theory (U&GT) and Social Cognitive Theory (SCT), this study sought to understand the types of content Black mothers view and engage with, the extent to which they perceive receiving social support online, how they experience both the benefits and challenges of social media use, and how they interact with postpartum mental health–related content.Semi-structured interviews were conducted with 24 Black mothers within their first year postpartum who reported using Instagram and/or TikTok. Participants were recruited through online and community-based networks across the United States. Interviews were audio-recorded, transcribed verbatim, and analyzed using a theoretically informed deductive and inductive thematic analysis, supported by NVivo 15.

Findings indicate that first-time Black postpartum mothers engage with a wide range of content, including parenting advice, daily postpartum experiences, and mental health narratives, with engagement shaped by authenticity, cultural resonance, and relatability. Participants described perceiving social support primarily through emotional validation and observation rather than active participation. Social media use was experienced as both beneficial and emotionally complex, offering reassurance and learning while also contributing to moments of comparison, information overload, and emotional fatigue. Engagement with postpartum mental health content increased awareness and normalization of emotional challenges, though participants expressed a desire for more culturally concordant content from Black mental health professionals.

By centering the voices of Black postpartum mothers, this study contributes to a deeper understanding of how social media platforms function as informal postpartum support environments. The findings have implications for health education practice, public health communication, and maternal mental health policy, emphasizing the need for culturally responsive, evidence-based digital strategies that reflect Black mothers’ lived realities and information needs.