No alcohol in pregnancy: "better safe" or "better worry"? A digital and social media analysis of the acceptability and unintended consequences of...

这个项目旨在进一步了解怀孕期间禁欲信息的可接受性、有效性和意外后果。它结合了机器学习、定量和定性研究方法的创新方法，分析了丰富的、对时间敏感的社交媒体数据。这项工作将直接推动围绕怀孕风险的健康促进活动。预防产前酒精暴露(PAE)是全球公共卫生优先事项，也是全球可预防的发育障碍原因。尽管自2016年以来，英国首席医疗官建议在整个怀孕期间戒酒，但超过50%的英国女性仍然报告在怀孕期间的某个时候饮酒，18-25岁的人中有25%的人不知道戒酒的信息。一个可能的解释是，这一信息在英国没有得到很好的沟通或很好的接受。一些批评这一信息的人士表示，这对孕妇的心理健康存在附带危险，女性会因内疚和对饮酒后果的恐惧而感到焦虑，甚至会寻求堕胎。然而，目前还不存在这方面的证据。禁欲的信息似乎在世界其他地方更容易被接受，一些(特别是在美国和加拿大居住的)名人公开支持它(例如梅根·马克尔，卡戴珊夫妇)。这种背书在提高认识和可接受性方面的影响，以及在改变产前饮酒行为方面的有效性，以前从未被调查过，也没有任何潜在的意想不到的信息本身的后果。社交媒体/数字数据，包括谷歌搜索的趋势，提供了一个丰富、及时和可访问的方式来评估英国节欲怀孕信息的知名度和影响。新的UKRI战略承认社交媒体是一个重要的论坛，可以让公众参与“关于研究及其创新应用的讨论”。使用谷歌搜索、Twitter/Reddit/Instagram的公开数据和90年代儿童研究的个人层面的数据，该项目旨在：1.回顾关于评估产前健康信息的文献2.通过参与和对数字/社交媒体内容的主题分析，评估怀孕禁欲信息的可接受性3.验证不同类型传播怀孕禁欲信息的有效性，包括官方指导传播和名人/有影响力的人认可4.调查怀孕信息禁欲的潜在意外后果，特别是母亲的内疚、焦虑、堕胎目标1将允许深入了解社交媒体平台和使用的方法，以及迄今为止对哪些健康行为进行了评估。目标2将涉及对在线参与官方活动、数字媒体来源和社交媒体活动的定性分析，以评估对怀孕信息禁欲的反应及其在可接受性方面的意义。目标3和目标4将通过一种创新的时间序列因果推理方法得到信息。例如：官方活动产生了多少谷歌搜索或其他参与，以提高人们对怀孕禁欲信息的认识？这与名人/有影响力的人或非官方活动对媒体活动/交流的反应相比如何？现有的方法允许使用真实世界的数据，例如谷歌搜索或社交媒体平台上的互动。同样的方法也可以用来研究这条信息可能产生的意想不到的后果，方法是聚焦于搜索词，包括“内疚”、“焦虑”、“解雇”。

...the abstinence message.This project aims to further understanding of the acceptability, effectiveness and unintended consequences of the abstinence in pregnancy message. It combines innovative approaches from machine learning, quantitative and qualitative research methods to analyse rich, time-sensitive social media data. This work will directly feed into shaping health promotion campaigns for messages around risks in pregnancy.Prevention of prenatal alcohol exposure (PAE) is a global public health priority, and the leading preventable cause of developmental disability worldwide. Despite the UK Chief Medical Officer recommending abstaining from all alcohol throughout the entire pregnancy since 2016, over 50% of UK women still report drinking at some point in pregnancy, and 25% of 18-25 year olds are unaware of the message to abstain. One possible explanation could be that the message is not well communicated or well accepted in the UK. Some critics of the message have suggested that there is a collateral danger for maternal mental health, with women suffering from anxiety and even seeking abortion, driven by guilt and fear of the consequences of their alcohol intake. However, evidence of this does not exist at present. The abstinence message seems more accepted elsewhere in the world, with some (particularly US-Canada-based) celebrities endorsing it publicly (eg Meghan Markle, the Kardashians). The effect of such endorsements both in terms of raising awareness and acceptability, as well as effectiveness in terms of changing prenatal drinking behaviour, has never been investigated before, and neither have any potential unintended consequences of the message itself. Social media/digital data, including trends in Google searches, offer a rich, timely and accessible way of evaluating awareness and impact of the abstinence in pregnancy message in the UK. The new UKRI Strategy recognises social media as a key forum to engage the public in "discussions about research and its application through innovation." Using a combination of publicly available data from Google searches, Twitter/Reddit/Instagram and individual-level data from the Children of the Children of the 90s Study, this project aims to: 1. Review the literature on evaluating messaging on prenatal health 2. Evaluate the acceptability of the abstinence in pregnancy message through engagement and thematic analyses of digital/social media content 3. Validate the effectiveness of different types of communication of the abstinence in pregnancy message, including official guidance dissemination and celebrity/influencers endorsement 4. Investigate potential unintended consequences of the abstinence in pregnancy message, in particular maternal guilt, anxiety, termination Aim 1 will allow to gain insight into social media platforms and methodologies used, as well as what health behaviours have been evaluated to date. Aim 2 will involve qualitative analyses on online engagement with official campaigns, articles on digital media sources and social media activity, to evaluate reactions to the abstinence in pregnancy message and their significance in terms of acceptability. Aims 3 and 4 will be informed by an innovative causal inference approach for time series. For example: how many Google searches or other engagement were generated by official campaigns to promote awareness of the abstinence in pregnancy message? how does this compare to the reactions to media activity/communications by celebrities/influencers, or less official campaigns? Existing methods allow using real-world data eg Google searches or engagement on social media platforms. The same methods can be used to study possible unintended consequences of the message, by focusing on search terms including 'guilt', 'anxiety', 'termination'