20.500.12556/RUL-187622 Vpliv družbenih medijev pri odločanju o načinu prehranjevanja dojenčkov diplomsko delo The influence of social media on infant feeding decisions diploma work Uvod: Način hranjenja dojenčkov je kompleksen proces, ki ga oblikujejo številni dejavniki. V digitalni dobi postajajo družbeni mediji eden ključnih virov informacij in podpore za starše pri odločitvah o prehrani dojenčkov, hkrati pa predstavljajo nov kanal za trženje komercialnih mlečnih formul, ki deluje mimo uradnih regulacij in negativno vpliva na prakse dojenja. Namen: S pregledom literature analizirati, kako družbeni mediji vplivajo na odločitve mater glede prehranjevanja dojenčkov. Cilj je izpostaviti pozitivne in negativne vplive družbenih medijev na odločanje mater, oceniti vlogo družbenih medijev kot alternativnega vira informacij in podpore ter opredeliti vlogo zdravstvenih delavcev pri informiranju staršev o načinu hranjenja dojenčkov. Metode dela: Uporabljena je deskriptivna metoda raziskovanja z narativnim pregledom literature. Iskanje je potekalo v podatkovnih bazah PubMed, CINAHL, ScienceDirect in ProQuest. V analizo je vključenih 12 znanstvenih člankov. Rezultati: Spletne skupnosti za podporo dojenju so se izkazale kot učinkovito orodje, ki materam nudi dostop do informacij in čustvene podpore ter statistično znatno povečuje samozaupanje in trajanje izključnega dojenja. Hkrati so družbeni mediji postali kanal za neregulirano trženje komercialnih mlečnih formul, ki negativno vpliva na prakse dojenja. Matere se na spletne vire pogosto obračajo zato, ker zdravstveni sistem ne zadosti vsem njihovim informacijskim potrebam. Vloga zdravstvenih delavcev se je izkazala za kontradiktorno – čeprav so najpomembnejši vir informacij o prehrani dojenčkov, pogosto priporočajo mlečno formulo namesto nudenja ustrezne podpore pri dojenju ter so pod vplivom tržnih strategij industrije mlečnih formul. Razprava in zaključek: Mediji, zlasti družbena omrežja, imajo ključno vlogo pri oblikovanju odločitev mater o prehrani dojenčkov, pri čemer so njihovi vplivi kompleksni in pogosto protislovni. Za izboljšanje praks dojenja so potrebni usklajeni ukrepi, ki vključujejo okrepljeno podporo dojenja s strani zdravstvenih delavcev, njihovo aktivno vključenost v digitalno okolje kot moderatorjev spletnih skupnosti ter strožjo regulacijo trženja komercialnih mlečnih formul prek digitalnih medijev. Ugotovitve so relevantne za zdravstvene delavce in oblikovalce politik na področju promocije dojenja. Introduction: Infant feeding is a complex process shaped by numerous factors. In the digital age, social media has become one of the key sources of information and support for parents when making decisions about infant nutrition, while simultaneously representing a new channel for the marketing of commercial milk formula, which operates outside official regulations and negatively impacts breastfeeding practices. Purpose: The purpose of this thesis is to analyse how social media influences mother's decisions regarding infant feeding. The objectives are to identify the positive and negative effects of social media use on mother's decision-making, to assess the role of social media as an alternative source of information and support, and to define the role of healthcare professionals in informing parents about infant feeding methods. Methods: In this diploma work we used a descriptive research method with narrative literature review. The search was conducted in the PubMed, CINAHL, ScienceDirect and ProQuest databases. In the final analysis we included 12 scientific articles. Results: Online breastfeeding support communities proved to be an effective tool providing mothers with access to information and emotional support, while statistically significantly increasing breastfeeding self-efficacy and the duration of exclusive breastfeeding. At the same time, social media has become a channel for unregulated marketing of commercial milk formula, which negatively impacts breastfeeding practices. Mothers frequently turn to online sources because the healthcare system does not meet all of their informational needs. The role of healthcare professionals proved to be contradictory- despite being the most important source of information about infant feeding, they often recommend infant formula instead of providing adequate breastfeeding support and are subject to the marketing strategies of the infant formula industry. Discussion and conclusion: Media, particularly social networks, play a key role in shaping mother's decisions about infant feeding, with their influences being complex and often contradictory. Improving breastfeeding practices requires coordinated measures, including strengthened breastfeeding support from healthcare professionals, their active involvement in the digital environment as moderators of online support communities, and stricter regulation of commercial milk formula marketing through digital channels. The findings are relevant for healthcare professionals and policy makers in the field of breastfeeding promotion. diplomska dela zdravstvena nega dojenje hranjenje dojenčkov družbeni mediji trženje mlečna formula zdravstveni delavci diploma theses nursing care breastfeeding infant feeding social media marketing infant formula healthcare professionals true false false [N. Grašič] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-09-12 07:45:53 2026-09-12 07:46:01 2026-09-14 13:31:13 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana VIII, 34 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 616-083 164453 291026947 63961.pdf 63961.pdf 1 B0AE4A57650DB6A8B756E4811A41127A e360a929c18ec1d5566e7bd93ba503633fc9ed8133fc09c6abc99913f68931ff 35916b2b-ae6d-11f1-8bc5-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=247315 Zdravstvena fakulteta 0 0 0