"Have You Seen This Drivel?" A Comparison of How Common Health Issues Are Discussed within Brachycephalic and Non-Brachycephalic Dog Breed Groups on Social Media

Simple Summary Breeds of dog with short noses, such as the French Bulldog, are increasingly popular. However, a number of health problems resulting from having this facial structure are leading to growing concerns about the welfare of these breeds. Understanding the owners of these breeds can provide important information as to how best to inform owners of these risks. In this study we wanted to know if owners of short-nosed dog breeds may use dog breed groups on social media in a different way from owners of non-short-nosed dog breeds (e.g., Labradors). We selected six dog breeds (three short-nosed and three non-short-nosed) and identified two breed groups for each breed. We then extracted the first 20 posts in relation to common health issues affecting these breeds. Owners of non-short-nosed faced dogs appeared to know more about common health issues affecting their breed than owners of short-nosed breeds. Owners of short-nosed dog breeds elicit more social support from their social media breed group, than the owners of non-short-nosed dog breeds. There appears to be greater emotionality of content associated with ownership of a short-nosed breed.Abstract As brachycephalic dog breed ownership increases, there is a growing concern for the welfare of these breeds due to extreme brachycephalism. Understanding the motivations and behaviours of those choosing to own these breeds is important if we wish to address these concerns. The aim of this study was to investigate how owners of brachycephalic and non-brachycephalic dog breeds use social media dog breed groups to discuss common health issues. The purpose of Facebook posts in relation to common health issues, owner awareness of health issues and the role of Facebook facilitated social support were explored between brachycephalic and non-brachycephalic dog owners. Twelve Facebook breed goups were selected (brachycephalic breed groups, n = 6, non-brachycephalic breed groups, n = 6). Using key word searches we extracted the first twenty posts from each group. Thematic analysis revealed three overarching themes: advice seeking, advice giving and community bonding mechanisms. Whilst the purpose of posting did not differ between groups, non-brachycephalic owners appeared to display greater awareness of breed-specific health issues, whilst social support played a more prominent role in brachycephalic groups. This research highlights that social media groups can act as platforms for knowledge exchange and emotional support. These could be utilised by owners, veterinarians and welfare organisations to more effectively enhance dog health and wellbeing.