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Subject:
From:
"Linda J. Smith, BSE, FACCE, IBCLC" <[log in to unmask]>
Reply To:
Lactation Information and Discussion <[log in to unmask]>
Date:
Sat, 17 Aug 1996 08:43:20 -0400
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TO Linda Pohl, Melissa Vickers and others -

In most books on Change Theory, one fundamental principle is that you first
have to "sell the problem" before a solution (the change) is accepted. Lewin
calls it "deliberate disconfirmation." Calling formula "ABM" and describing
the "risks of artificial feeding" instead of the "benefits of breastfeeding"
is deliberate disconfirmation. This disturbs the status quo and helps people
get past a "there is no problem" mindset.  Deliberate disconfirmation is
designed to shake up the existing belief system, and is designed to produce
emotionally charged reactions. It's supposed to create discomfort in the
recipients of the message so they can be open to a change.

I became convinced of the value of this in 1991-1992 while working for the
state health department. They wanted to raise the breastfeeding rate to 75%
while the other 75% of mothers continued using formula. Obviously, there's a
math problem here. I suggested that "increasing BF to 75%" is exactly the
same as "reducing ABM feeding to 25%."  Talk about a reaction!  I was labeled
a zealot for daring to think and act serious about meeting the US Health
Goals.

At the same time, I became a grandmother and "took off the gloves."  You want
zealot?  I'll show you zealot! was my thinking at the time, and I started
putting together the FactPacks to send to these folks, one at a time, once a
month. Four years later, I'm more convinced than ever that "selling the
problem" must happen before the status quo will change.  Doing it nicely is
difficult, because the message to the "status quo" is that YOU ARE WRONG -
never a nice message in the first place.

Re-framing the public mindset was necessary to change from a tobacco-friendly
society to a smoke-free society, and we're still working on that. At least
there is a legitimate use for ABM in some situations. I think changing to a
breastfeeding society will take several kinds of efforts - making sure
everyone knows how BF works in practice, promoting the wonders, and pointing
out the risks of the alternatives with an "informed consent" approach.

Linda Smith, catching flies with honey and drowning them in vinegar. Wearing
my "Eat at Mom's" shirt that I got some years ago. Dayton, OH.

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