As I read the threads about Judging Amy and ER, the critical theorist in me
has to speak up.  Commerical television exists, first and foremost, to
deliver as many viewers as possible to advertisers.  As such, despite a lot
of breathless promos about envelope-pushing plots and surprise endings, 99%
of network programming ends with an affirmation of what most of the viewers
believed before they watched the show.  Not only do the shows affirm
conventional wisdom, but, in effect, they say to the viewer, "The brilliant
and compassionate protagonists on this show gave the issue full and careful
consideration, and found that X behavior is, in fact, deviant.  And, as you
can see, people who engage in X behavior are, indeed, screwed up and/or
deeply hypocritical."

It's not just breastfeeding that comes under fire.  Talk to anyone who
identifies with any community outside the mainstream, whether they be gay
and lesbian or evangelical Christians, and they will easily recite a list of
horrific television portrayals of their community.

Programmers test market their shows and know which groups are fair game and
which ones are not.  And they know that when their focus groups say, in
essence, "This show validates my opinions and worldviews,"  it means that
the larger television audience will go into commercial breaks feeling
validated, happy, and open to buying the SUV being paraded in front of them.

In the world of TV, WE are the commodity.  Programmers deliver us on a
silver platter to advertisers.  Writing letters and boycotting are good ways
to rebel against that, but I don't think we'll see a change until focus
groups start saying, "I know lots of people who nurse older children!  This
portrayal is warped and despicable!"

Hoping that day comes soon,
Kerry Ose, PhD, volunteer breastfeeding counselor

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