New Media Development and Health Information Search on Breastfeeding Knowledge and Remedies for Delayed Lactation Blessing Nonye Onyima Department of Sociology & Anthropology Nnamdi Azikiwe University Awka, Nigeria nonyelin2003@yahoo.com +2348065014542 Abstract Apart from the deployment of the new media for social interaction, and news dissemination, it is also utilized for health information search. This recent increasing utilization of social networks for health information search is not without some perceived risks. The paper is a case study of the varying perspectives and remedies suggested by a female social networking group on some challenges of breastfeeding such as insufficient breast milk flow, delayed or total non-lactation among nursing mothers. Data was collected using a focus group discussion (FGD) in a social networking female group/community involving 185 study participants anchored on the conceptual discourse of ‘perceived risks of online activities’. Thematic analysis of the content of the discussions which referred to reasons and remedies for insufficient milk flow and for erratic or total non-lactation among nursing mothers were conducted. The study found that the new media affords women the opportunity to gain new knowledge, share feminine concerns on menstruation, pregnancy, menopause, marital conflicts, children and maternal welfare and even on breastfeeding challenges. The study also found that a number of unscientific and unverified experiential remedies are employed by women in managing insufficient breast milk flow and non-lactation based on unique individual cultural realities and experiences of breastfeeding. The paper argues that the new media exposes the online social networking health information seekers to confusing and conflicting remedies which he/she has to choose from. The paper concludes that understanding this local and cultural knowledge on traditional remedies for non-lactation will help health professionals in providing more culturally appropriate counseling to nursing mothers. Key words: Breastfeeding, lactation, nursing mothers, new media, health information, social networking groups 1