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Postpartum mental health problems are common and have deleterious effects on new mothers and their babies. This study developed a theoretically informed model of the relationship between exposure to images of motherhood in online parenting content and mothers’ postpartum mental health. The model was tested using survey data collected from 509 Chinese mothers during their 12-month postpartum period. The results revealed that greater exposure to online public parenting content was indirectly related to lower levels of shame among new mothers via two mediators: the presumed influence of parenting media content on their partners, and the mothers’ perceptions of the discrepancy between their actual selves as mothers and their partners’ expectations of an ideal mother (i.e. actual/own – ideal/partner self-discrepancy). In contrast, increased exposure to online private parenting content shared by peers was indirectly related to increased levels of shame among new mothers via the mediation of social comparison with parenting media images, and of the mothers’ perceptions of the discrepancy between their actual selves as mothers and their own expectations of an ideal mother (i.e. actual/own – ideal/own self-discrepancy). Additionally, new mothers were more likely to experience depressive symptoms and shame if they felt that they fell short of their partners’ expectations of an ideal mother. However, increased social support reduced the anxiety and shame that stemmed from this belief.

How Exposure to Online Parenting Content Relates to Mothers’ Self-Discrepancy and Postpartum Mental Health