Individual Media Dependency, Social Media and Online Parenting Groups in Malaysia

This research paper examines new mothers’ dependency on parenting social networking sites particularly Facebook in Malaysia by adopting the Individual Media Dependency theory. Due to the ambiguity of the phenomena of transitioning into parenting for new mothers, it is apparent that new mothers rely on parenting social networking sites for support and information. This research is based on parenting social networking sites in Malaysia namely The Breastfeeding Advocates Network and The Parenting Network. Findings from this research suggests that social environment, media systems activity and interpersonal network activity are fundamental intervening conditions in today’s new media environment to fulfil an audience’s goal-oriented needs of orientation, understanding and play.