Child marriage on social media: investigating a conservative society behind the scene

While considered relatively benign by some, child marriage is considered a profoundly problematic gender inequity issue. There are intensifying efforts to end child marriage and improve female wellbeing including campaigns that challenge the cultural boundaries of restrictive traditions. While many studies investigated child marriage and its drivers, behind the scene perceptions cannot be ignored. Given the sensitivity of the issue and to explore the public perspectives of child marriage, this study employed a qualitative content analysis by analyzing 105 comments attached to three posted Facebook reports on child marriage. These posts discussed the issue of child marriage and provided detailed reports of the significance of the issue and its effect on children and the society. A textual analysis of the comments regarding attitudes toward child marriage was conducted focusing on the latent content to elicit thematic aspects from the posted content. Four themes have emerged: conspiracy; false study/report; child marriage is acceptable; and ignorance. Outcomes recognize child marriage as an acceptable practice where such reports considered part of a greater conspiracy. Saturated with conspiracy ideation, females also had negative attitudes and supported child marriage. Given the influence of social media in the construction of public opinion, this study suggests the need to consider these views in constructing strategies to end child marriage. This study also highlighted the importance of online space as a significant source for studying public's perspectives on culturally sensitive issues.