Abstract Alcohol abuse among women, specifically mothers, is on the rise and has been called an emerging public health crisis. Social media, unrealistic societal expectations, and alcohol dependency drive some women into isolation. In a polycentric media environment where user-generated content is the norm, developing public service announcements (PSAs) to increase awareness of the dangers of overconsumption and regulating harmful alcohol-related messages is becoming less effective and practicable. In order to understand the connection between social media, cultural expectations, and alcohol use, this study analyzes a popular social media page titled Mommy Drinks Wine and Swears (MDWAS). The posts and comments on the page are interpreted through the lens of ritual behavior, social gifts, and risk perception. Using the themes that emerged from the inductive analysis, the research uncovers opportunities for intervention that include promoting the true social relationships that support women, instead of superficial connections on social media, and working with women to co-produce more relevant messages. Further, this research has implications for current health communication models that do not include the possibility of reaching an audience that believes they are immune to the dangers and risks associated with drinking in excess.

中文翻译：

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无需连接即可连接：使用社交媒体分析母亲中有问题的饮酒行为

摘要妇女，特别是母亲中的酗酒现象正在增加，被称为正在出现的公共卫生危机。社交媒体，不切实际的社会期望以及对酒精的依赖使一些妇女陷入孤立。在以用户生成的内容为标准的多中心媒体环境中，制定公共服务公告（PSA）来提高人们对过度消费的危险性的认识并管理与酒精有关的有害信息已变得不那么有效和不切实际。为了理解社交媒体，文化期望和饮酒之间的联系，本研究分析了一个名为“ Mommy Drinks Wine and Swears（MDWAS）”的热门社交媒体页面。页面上的帖子和评论通过仪式行为，社交礼物和风险感知的角度进行解释。利用归纳分析中出现的主题，研究发现了干预的机会，包括促进支持妇女的真正社会关系，而不是在社交媒体上建立肤浅的联系，并与妇女合作产生更多相关的信息。此外，该研究对当前的健康交流模型具有影响，其中不包括接触相信自己不受过量饮酒带来的危险和风险影响的受众的可能性。