A qualitative exploration of the media's influence on UK women's views of breastfeeding

Abstract

Background In the UK, rates of exclusive breastfeeding at 6 months are at 1%, highlighting the need to encourage and improve the support provided to women to initiate and continue breastfeeding and to improve infant and maternal health. This study aimed to qualitatively explore the influence of media on the intention to initiate and continue breastfeeding. Methods This ethnographic study recruited 40 women; 31 with children and nine of childbearing age (19–28 years), with the intention to have children. Data were collected with semi-structured interviews and analysed using thematic analysis. Results Five themes associated with sociocultural influences on breastfeeding perceptions and behaviour were identified: family influence, privacy, media as a double-edged sword, negative exposure to breastfeeding and planned behaviour versus experience. Conclusions Media influences strengthened preconceived notions of breastfeeding. Social media can play an important role in maintaining breastfeeding though support but can also put undue negative pressure on mothers who struggle to breastfeed.