“Is There Something Wrong with What I Asked”? Digital Strategies for Achieving and Safeguarding Social Capital and Identity in a Facebook Support Group for Israeli Parents

This study aimed to investigate how a Facebook support group for parents of young children (ages 0–6) defines its boundaries and evaluates the acceptability of its members and content to safeguard the group’s social capital and identity. Adopting a qualitative critical content analysis approach, this research examined the discourse within the Sane and Rational (S&R) Parents group. This group, which had more than 12,000 members, describes itself as an alternative to groups that address parenting problems through “homeopathy, talismans, energies, and communicating with past incarnations”. Common subjects addressed by the group included medical issues, sleeping problems, potty training, child behavior, and nutrition. For the purpose of this study, a representative sample of 10 discourses (out of 118) that appeared during the research period was selected. The analysis considered group discourse, including both verbal and non-verbal elements such as emojis. Three central themes were revealed: (1) exclusion of participants through rules and emojis; (2) filtering posts as a mechanism for defining in-group and out-group boundaries; and (3) division of roles as a tool for distinguishing between those who do and do not belong. This study identifies power-based digital strategies used by a Facebook parent group to maintain its social capital and identity. It also highlights how verbal and non-verbal communication shapes, and is shaped by, group relationships. Practically, the findings offer tools for professionals to better understand how parental support needs are met in the digital age, emphasizing the importance of face-to-face interventions for those who feel excluded from dominant social identities.