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

...禁欲信息。此计划旨在进一步了解怀孕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，以分析丰富，时间敏感的社交媒体数据。这项工作将直接为围绕怀孕风险的健康宣传活动提供信息。预防产前酒精暴露（PAE）是全球公共卫生的优先事项，也是全球发育残疾的主要可预防原因。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，25%的18-25奥尔兹不知道戒酒的信息。一个可能的解释是，这一信息在英国没有得到很好的传达或接受。一些批评者认为，这对产妇的心理健康有附带的危险，妇女因内疚和害怕饮酒的后果而焦虑，甚至寻求堕胎。然而，目前并没有这方面的证据。禁欲的信息似乎在世界其他地方更被接受，一些（特别是美国和加拿大的）名人公开支持它（例如梅根马克尔，卡戴珊姐妹）。这种认可在提高认识和可接受性方面的效果，以及在改变产前饮酒行为方面的有效性，以前从未进行过调查，而且信息本身也没有任何潜在的意外后果。社交媒体/数字数据，包括谷歌搜索趋势，提供了一种丰富，及时和可访问的方式来评估英国怀孕禁欲信息的意识和影响。新的UKRI战略将社交媒体视为一个关键论坛，让公众参与“通过创新讨论研究及其应用”。“利用来自谷歌搜索、Twitter/Reddit/Instagram的公开数据和来自90年代儿童研究的个人数据，该项目旨在：1.回顾有关评估产前健康信息的文献2。通过数字/社交媒体内容的参与和主题分析，评估怀孕禁欲信息的可接受性3.评估不同形式的怀孕禁欲信息传播的有效性，包括官方指导传播和名人/有影响力的人的认可4。调查怀孕禁欲信息的潜在意外后果，特别是产妇内疚，焦虑，终止目标1将允许深入了解社交媒体平台和使用的方法，以及迄今为止评估的健康行为。目标2将涉及对官方运动的在线参与、数字媒体来源的文章和社交媒体活动进行定性分析，以评估对怀孕禁欲信息的反应及其在可接受性方面的意义。目标3和4将通过时间序列的创新因果推理方法来了解。举例来说，请注意：有多少谷歌搜索或其他参与是由官方活动产生的，以促进对怀孕禁欲信息的认识？这与名人/有影响力的人对媒体活动/传播的反应或不太官方的活动相比如何？现有的方法允许使用真实世界的数据，例如Google搜索或社交媒体平台上的参与。同样的方法也可以用来研究信息可能产生的意外后果，方法是关注包括“内疚”、“焦虑”、“终止”在内的搜索词。

...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'