Social Media Expressions of Parenting and Alcohol Use: A COVID-19 Descriptive Study

Social media platforms have increasingly influenced public perceptions and behaviours related to alcohol consumption. Peer-driven content, particularly in parenting communities, often normalizes and even glorifies drinking, potentially shaping attitudes and behaviours. This study aims to examine how alcohol-related parenting expressions were portrayed on social media before and during the COVID-19 pandemic. A descriptive study was conducted using data from two large, public Facebook groups known for discussions on parenting and alcohol. Metadata from each post—including publication date, caption, reactions, comments, shares, and user tags—was collected. A total of 2,718 posts, 1,309,392 comments, 5,254,458 reactions, and 3,311,022 shares were analyzed. Thematic analysis was performed using NVivo software. Four overarching themes emerged: (1) Parenthood, (2) Excessive Drinking Behaviour, (3) Stress and Coping Mechanisms, and (4) Humour. No significant thematic differences were observed between the pre-pandemic and pandemic periods. However, a notable spike in engagement at the onset of COVID-19 suggests increased alcohol consumption among mothers, potentially influenced by content that normalizes excessive drinking. Social media plays a significant role in reinforcing alcohol use as a socially acceptable coping strategy during motherhood. The findings underscore the need for public health interventions that address the normalization of alcohol consumption in online parenting communities.