Breastfeeding rather than bottle-feeding is seen as the ideal of a good mother in Instagram comments‎

A study by Pompeu Fabra University (UPF) analyzes Instagram discourse that associates the ideal of being a good mother with exclusive breastfeeding and fosters guilt among women who cannot or do not wish to breastfeed, often because of the difficulty of balancing it with other daily responsibilities. These discourses are gaining visibility in a context in which the phenomenon of "instamoms"—many with hundreds of thousands of followers—has increased the platform's impact on how motherhood is conceived.