'Don't Worry, Honey: It's Cooked': Addressing Food Risk during Pregnancy on Facebook Italian Posts.

During pregnancy, women exposed to microbiological risks are more susceptible to contracting specific pathogens, which can lead to serious diseases both in the mother and the foetus. Food-borne diseases can be avoided to a large extent by following good practices of food manipulation and cooking. Safe eating behaviours are influenced by knowledge and perception of food risks and are constructed, among others, online. Pregnant women often use Web 2.0 to obtain and share pregnancy-related information as a strategy of collective coping with emotions through conversations. This paper explores how knowledge and perceptions of food risks during pregnancy are shared among users on Italian Facebook pages and groups. The corpus, including 648,399 items (i.e., posts), was analysed: (a) first, by means of the Reinert method, to verify to what extent issues concerning food risks are debated; and (b) second, through a manual content analysis, to observe how food risks are addressed in terms of contents and social sharing of emotions. The main results show that food risk is not among the most discussed topics, and the least known and debated food risks are the most widespread (e.g., campylobacteriosis). Sometimes, food risks, when addressed, were minimised or denied, and the belief to be 'less at risk' than peers for such risk (i.e., optimistic bias) was observed. The results underline the importance, for health institutions, of building a tailored communication strategy on food risks during pregnancy to promote correct food behaviours by exploiting social networks.