Table 3 Post content
From: The perfect birth: a content analysis of midwives’ posts about birth on Instagram
UK | USA | NZ | Aus | |||||
|---|---|---|---|---|---|---|---|---|
n | % | n | % | n | % | N | % | |
Number of images/videos related to birth (n) | 263 | 667 | 7 | 281 | ||||
Number of posts | 239 | 466 | 7 | 206 | ||||
Number of images | 228 | 460 | 7 | 263 | ||||
Number of videos | 35 | 207 | 0 | 18 | ||||
Category of Image/Video | ||||||||
Birth Positivity | 41 | 16% | 144 | 22% | 4 | 57% | 71 | 25% |
Humour | 2 | 1% | 20 | 3% | 0 | 0% | 2 | 1% |
Educational | 178 | 68% | 215 | 32% | 2 | 29% | 172 | 61% |
Birth Story | 24 | 9% | 277 | 42% | 1 | 14% | 13 | 5% |
Advertisement | 18 | 7% | 11 | 2% | 0 | 0% | 23 | 8% |
Engagement | ||||||||
Total number of likes | 327,283 | 1,733,865 | 2263 | 119,547 | ||||
Mean number of likes per post | 1369 | 3721 | 323 | 580 | ||||
Total number of comments | 14,429 | 57,194 | 89 | 11,856 | ||||
Mean number of comments per post | 60 | 123 | 13 | 58 | ||||
Photographic Images/Videos of Labouring Women | ||||||||
Images and Videos | 87 | 33% | 466 | 70% | 7 | 100% | 107 | 38% |
Images | 78 | 30% | 323 | 48% | 7 | 100% | 98 | 35% |
Videos | 9 | 3% | 143 | 21% | 0 | 0% | 9 | 3% |