Abstract

The phenomenon of parental care shared through social media (sharenting) is increasingly widespread. This research aimed to elaborate on the motives, strategies, and psychological effects of sharenting by millennial parents. This research is qualitative research with a phenomenological approach. The subjects are millennial parents who have a habit of sharing parenting on social media and are members of the professional community. Determination of the sample uses purposive sampling so that as many as ten people consisted of five females and five males. Interviews, observations, and documentation are the methods used in data collection. Data were analyzed using reduction techniques, data presentation, and verification. The results showed that the motive of sharenting parents is to receive affirmation and social support, demonstrate the ability to care for children, social participation, and documentation. Millennial parents with a peer-oriented communication model do Sharenting. Sharenting for millennial parents has both positive and negative impacts, namely by providing new information and knowledge, making new friends, and support. The negative effects include feeling insecure, comparing her child with someone else's child, causing animosity and dissent. Thus, it can be concluded that sharenting by millennial parents is carried out with a variety of motives, carried out with a peer approach strategy, and has both positive and negative impacts at the same time. The implication is that millennial parents are more knowledgeable about parenting, understand good sharenting, and are psychologically trained in responding to netizens for their sharenting.