Representing infant feeding: content analysis of British media portrayals of
bottle feeding and breast feeding
Lesley Henderson, senior research fellow, a Jenny Kitzinger, reader, a
Josephine Green, senior lecturer. b a Centre for Media and Communications
Research, Department of Human Sciences, Brunel
University, London UB8 3PH, b Mother and Infant Research Unit, University of
Leeds,Leeds LS2 9LN
Correspondence to: L Henderson [log in to unmask]
Objective: To examine how breast feeding and bottle feeding are represented
by the British media.
Design: Content analysis.
Subjects: Television programmes and newspaper articles that made reference
to infant feeding during March 1999.
Setting: UK mass media.
Main outcome measures: Visual and verbal references to breast or bottle
feeding in newspapers and television programmes.
Results: Overall, 235 references to infant feeding were identified in the
television sample and 38 in the newspaper sample. Bottle feeding was shown
more often than breast feeding and was presented as less problematic. Bottle
feeding was associated with "ordinary" families whereas breast feeding was
associated with middle class or celebrity women. The health risks of formula
milk and the health benefits of breast feeding were rarely mentioned.
Conclusions: The media rarely present positive information on breast
feeding, even though this feeding practice is associated
with the most health benefits. Health professionals and policy makers should
be aware of patterns in media coverage and the cultural background within
which women make decisions about infant feeding.
BMJ 2000;321:1196-1198 ( 11 November )
Nancy E. Wight MD, FAAP, IBCLC
Neonatologist
Medical Director, Lactation Services
San Diego, CA, USA
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