Exploring Facebook’s Impact on Postpartum Depression Stigma among Survivors in Pakistan

Abstract

Aim of the Study: The aim of the study was to investigate the relationship between the use of Facebook by survivors of postpartum depression (PPD) in Pakistan with their stigma, emotional support, and help-seeking, and to determine whether the platform relieves or reinforces culturally specific stigma.

Methodology: A phenomenological design using a qualitative approach was used. Through purposive and snowball sampling, 18 women who had approximately less than 5 years of PPD diagnosis, had used Facebook in the last five years, underwent semi-structured interviews and participant-led Facebook walkthroughs. Reflexive thematic analysis (Braun and Clarke, 2006) was utilized and interpreted both inductively and deductively using the Social Support Theory (House, 1981).

Findings: According to the findings by survivors, Facebook was a highly conflicting space. Peer stories provided emotional validation and a common language to many, and the same platform showed them misinformation, idealised images of motherhood, and fear of their families spying on them. Social support and social learning processes were found to be key factors affecting stigma, and the quality and framing of online interaction resulted in either encouraging women to seek help or further forcing them into silence.

Conclusion: The research generated survivor-informed safer, culturally responsive Facebook-based interventions to reduce stigma. The results provide useful guidance to NGOs, clinicians, and policymakers operating in maternal mental health in Pakistan and imply that digital platforms can be useful in supporting recovery when developed with survivors in mind, but not towards them.