Exploring pragmatic acts in Ghanaian midwives’ Facebook posts

In recent times, Ghanaian midwives are adopting social media to engage in outreach, patient education, and health and wellbeing promotion services. This study explores the pragmatic acts used by Ghanaian midwives in their educational posts targeted at pregnant women and women who have newborns (new mothers) on Facebook. Using the directed content analysis method, the study identified five types of pragmatic acts in the midwives posts. They are the introductory acts, explanatory acts, prescriptive acts, psychological acts, and closing acts. The findings show that during online maternal and child healthcare services, Ghanaian midwives mainly perform explanatory acts, prescriptive acts, and psychological acts to inform, guide, and support pregnant women and new mothers on Facebook. The use of social media for promoting maternal and child health care, especially in sub-Saharan Africa, is a relatively new phenomenon. However, it has the potential to provide immense help and support pregnant women and new mothers if used to complement in-person antenatal and postpartum care visits.