Framing Breastfeeding and Formula-Feeding Messages in Popular U.S. Magazines

ABSTRACT

Media framing of infant feeding has the ability to influence knowledge and views of the barriers, benefits, and solutions inherent in breastfeeding or formula-feeding. This study examined how seven popular U.S. parenting, general women's, and African American magazines framed breastfeeding and formula-feeding messages to determine whether a sense-making approach was used and the extent to which visual images portrayed feeding practices. Analysis included 615 articles published from 1997 to 2003 that referred to infant feeding. Text and images were analyzed. The magazines provided more information on breastfeeding than formula feeding. Parenting magazines included more advice than barriers or benefits. African American magazines presented more breastfeeding benefits, and general women's magazines contained the least infant-feeding information. Messages were focused on individualized breastfeeding barriers and advice, seldom covered social and environmental issues, and placed much of the responsibility of infant feeding on the mother, while the role of social and partner support was diminished. Bottle-feeding images were nearly as common as breastfeeding images. Findings can be used by public health practitioners to increase the likelihood of reaching certain target audiences through popular magazines.

KEYWORDS:

• Breastfeeding
• sense-making
• magazines
• infants
• framing