Role of gatekeeping on Facebook in creating information benefits for vulnerable, pregnant women in the rural United States

Abstract

PurposeThe purpose of this study is to investigate why and how gatekeepers on social networking sites (SNS) create what types of information benefits for gated, vulnerable, pregnant women in the rural United States.Design/methodology/approachThis qualitative study adopts “network gatekeeping” as a theoretical lens to implement a combination of deductive and inductive qualitative approaches for analyzing in-depth interviews with members and administrators of a Vaginal Birth After Cesarean (VBAC) Group on Facebook with a membership of over 500 pregnant women in rural Appalachia in the United States.FindingsThe VBAC group administrators' (a) vision of transforming the existing doctor-centric birth culture to a more mother-centric birth culture in the rural United States, (b) expertise and experience in healthcare and (c) valuing scientific, evidence-based information lead to recurring, authoritative but evolving manifestations of combinations of nine network gatekeeping mechanisms. Implementations of nine network gatekeeping mechanisms (i.e. localization, infrastructure, cost effect, channeling, censorship, regulation, editorial, user-interaction and value adding mechanisms) help VBAC group administrators control interactions and information on the group, thereby creating 16 information benefits for the gated, vulnerable women before, during and after pregnancy.Originality/valueThis sociological study of network gatekeeping posits and proves an “information value chain” (i.e. Why to create information benefits? – How to create information benefits? – What types of information benefits?) for vulnerable, pregnant women on Facebook. Rarely any study shows the role of network gatekeeping mechanisms in implementing an information value chain.