Normalising breastfeeding

Abstract

This paper argues that the media can play a role to help normalise breastfeeding in society, particularly in Malaysia. This deduction is reached following an analysis of local media portrayals of breastfeeding, particularly by observing where and how breastfeeding is being portrayed, as well as delving into the division of space between breastfeeding and formula feeding. In addition to the media analysis, the study also looks into several media production issues by interviewing a parenting magazine editor. Findings suggest that local media plays an important role to reinforce breastfeeding as a private activity and subtly divide public/private space through the way producers locate breastfeeding stories and images. The study suggests that in order to normalise breastfeeding, the media should make an effort to portray local women in breastfeeding images and highlight these images in general media outlets.