当下，越来越多作为“互联网原住民”的80、90后逐渐成为了新手妈妈主力军，母婴知识传播也从医院、传统媒体走出来，通过更广泛的平台进行个性化宣传，母婴话题成为流量争夺的众矢之的。受到孕后激素影响，妈妈们很容易产生情绪波动，新媒体平台的信息内容极易影响到妈妈情绪，放大了新媒体平台内容的影响。目前我国的媒介环境中过分强调新生儿的利益与需求，却忽视了妈妈的付出与艰辛，除了儿童的成长问题，新手妈妈所面临的困境同样值得关注，其中不仅有妈妈们所面临的生活困境，也包括妈妈们生理与心理困境。受到传统观念影响，妈妈们的母乳问题被认为是私密的、公共场合无法公开谈论的，然而母乳焦虑问题已经影响到妈妈们的哺乳生活。现在有关母乳研究更多集中在医学领域，关于“母乳焦虑+新媒体”缺乏两者间关系研究。

基于此，本研究将采用非结构式访谈的研究方式，关注新手妈妈新媒体平台母乳喂养信息与母乳焦虑的关系，主要探究以下问题：（1）新手妈妈的母乳喂养认知及决策有哪些特点，以及母乳焦虑是如何形成的？（2）新手妈妈的新媒体母乳喂养信息接触有何特点，以及新媒体如何影响新手妈妈母乳焦虑？

本文基于半结构式访谈，选取了来自不同地方的、符合条件的17名新手妈妈（孩子年龄在0-3岁之间）进行深度访谈，共获得十八万余字的原始访谈文本，并严格遵循编码流程对初始访谈材料进行提炼，研究发现：第一，新手妈妈独特的认知体系使得他们的母乳观念与老一辈妈妈间存在冲突；第二，受到现实母乳喂养经历与新媒体信息接触影响，本文根据妈妈们对于母乳喂养决策将新手妈妈分为续奶型妈妈、妥协型妈妈、悔恨型妈妈。新手妈妈对母乳喂养认知的差异使得她们在接触新媒体母乳喂养信息是呈现不同的特点，主要分为习惯型使用、回避型使用、比较型使用三种；第三，新媒体平台信息通过影响新手妈妈们的情绪改变妈妈们的母乳焦虑感，进而影响妈妈们的母乳决策。

另外，本研究也讨论了新媒体环境下新媒体妈妈母乳喂养时所面临的困境和焦虑，提出了针对新媒体平台相应的改进建议，以及针对新手妈妈接触新媒体母乳喂养信息的建议。同时，总结了本文的不足之处，期望为未来的研究提供更多可能的研究方向。

At present, more and more post-90s, as "Internet natives", have gradually become the main force of novice mothers. Maternal and infant knowledge transmission has also come out from hospitals and traditional media, and personalized publicity is carried out through a broader platform. Maternal and infant topics have become the target of traffic competition. Affected by hormones after pregnancy, mothers are prone to emotional fluctuations, and the information content on new media platforms can easily affect their emotions, amplifying the impact of new media platform content. At present, the media environment in our country overly emphasizes the interests and needs of newborns, but neglects the efforts and hardships of mothers. In addition to the growth issues of children, the difficulties faced by novice mothers are also worth paying attention to, including not only the life difficulties faced by mothers, but also their physiological and psychological difficulties. Influenced by traditional beliefs, mothers' breastfeeding issues are considered private and cannot be openly discussed in public. However, breast milk anxiety has already affected their breastfeeding life. Currently, research on breast milk is more focused on the medical field, and there is a lack of research on the relationship between breast milk anxiety and new media.

Based on this, this study will adopt an unstructured interview approach to focus on the relationship between novice mothers' exposure to breastfeeding information on new media platforms and breast milk anxiety. The main questions to be explored are: (1) What are the characteristics of breastfeeding cognition and decision-making for novice mothers, and how is breastfeeding anxiety formed? (2) What are the characteristics of new media exposure to breastfeeding information for novice mothers, and how does new media affect their breastfeeding anxiety?

This article is based on semi-structured interviews, selecting 17 novice mothers (children aged 0-3) from different places who meet the conditions for in-depth interviews. A total of more than 200000 words of original interview texts were obtained, and the initial interview materials were extracted strictly according to the coding process. The study found that: firstly, the unique cognitive system of novice mothers leads to conflicts between their breastfeeding concepts and older generation mothers; Secondly, influenced by real-life breastfeeding experiences and exposure to new media information, this article categorizes novice mothers into breastfeeding continuation type mothers, compromise type mothers, and regret type mothers based on their breastfeeding decisions. The differences in breastfeeding cognition among novice mothers result in different characteristics when they are exposed to new media breastfeeding information, mainly divided into three types: habitual use, avoidant use, and comparative use; Thirdly, information from new media platforms can affect the emotions of novice mothers and alter their breast milk anxiety, thereby influencing their breast milk decision-making

In addition, this study also discussed the difficulties and anxieties faced by new media mothers during breastfeeding in the new media environment, and proposed corresponding improvement suggestions for new media platforms, as well as suggestions for novice mothers to access new media breastfeeding information. At the same time, the shortcomings of this article were summarized, hoping to provide more possible research directions for future research.