Blogging about Family Building (Infertility, Pregnancy Loss, Adoption, Pregnancy, Trying to Conceive): Content and Blogging Motivations

To better understand the content and process of family building blogging, two interrelated studies took place. First, blogs with posts during a designated week were analyzed for content. Then, hosts of active blogs were invited to complete a survey on their blog content and reasons for blogging. Results of both content analysis and survey indicated a variety of content appearing in such blogs, with children, pregnancy, attempts to conceive, and negative emotional experiences related to those emerging as popular topics. To identify motivations for blogging about such content, a principal components analysis (PCA) suggested seven different blogging motivations: gaining attention, benefitting others, becoming a career blogger, entertaining others, documenting life events, self-expression, and forming an online social support network. To further explore blogging motivations, subgroups of bloggers (those having experienced infertility, those having experienced pregnancy loss, and those already parenting) were compared on their ratings of the seven blogging motivations with multivariate analysis of variance (MANOVA). While results mostly supported consistency across subgroups in motivations, there was a significant effect for infertility experience on ratings for educating others and self-expression. This investigation represents the first known attempt to capture what information is included in the growing subgenre of family building blogs and what reasons inspire bloggers to create and maintain them.