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Despite infant weaning being one of the most challenging aspects of parenting, there is uncertainty about the right time to start. This research aimed to understand the impact of newspaper reporting of weaning on parents, in particular, focussing on the coverage of a scientific report published in the British Medical Journal in 2011. Using a media analysis of weaning articles from UK national newspapers and the ‘Mumsnet’, Internet discussion forum, the analysis was able to explore how forum members had reacted to the reporting and embellished the communication of the weaning issue by adding their own personal advice and experience. The case study shows the role of discussion forums in science communication and how they can provide a new arena for studying audience effects.

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