Table 3.
Types of images posted using the top four breastfeeding‐related hashtags on Instagram from January 9–16, 2017 (N = 4,089)
| Image type | #breastfeeding | #breastmilk | #normalize breastfeeding | #breastisbest |
|---|---|---|---|---|
| n = 1,305 | n = 1,120 | n = 938 | n = 726 | |
| People | 36% | 22% | 52% | 41% |
| Objects (incl. bags or bottles of milk) | 14% | 36% | 7% | 15% |
| Graphics and memes | 16% | 18% | 22% | 19% |
| Food and drink (not milk) | 10% | 9% | 3% | 6% |
| People and objects | 4% | 6% | 7% | 8% |
| Clothing | 9% | 3% | 3% | 2% |
| Text only | 5% | 4% | 4% | 5% |
| People and food | 2% | 1% | 1% | 2% |
| Other | 1% | 0% | 1% | 2% |
| Landscapes | 1% | 1% | 0% | 1% |
| Total | 100% | 100% | 100% | 100% |
| Standard deviation | 12% | 14% | 20% | 15% |
| Combined % of top two image types | 53% | 58% | 74% | 60% |
| Selected image subtypes | ||||
| Breastfeeding | 14% | 6% | 39% | 23% |
| Breastfeeding and other activity | 1% | 1% | 4% | 2% |
| Just posing | 21% | 10% | 15% | 13% |
| Brand names and logos | 21% | 26% | 8% | 11% |
| Antagonistic content | 5 (0.38%) | 4 (0.36%) | 1 (0.11%) | 10 (1.38%) |
Note. Darkness of purple shading reflects magnitude of proportions.