Abstract
Breastfeeding is a pressing social issue in terms of women’s equality, preventative healthcare, and the preservation of a valuable natural resource. Future progress in breastfeeding advocacy will depend on an accurate investigation into the current situation. In this study, three women’s prenatal magazines (American Baby, ePregnancy, and Parenting) are analyzed via content analysis for one calendar year, looking specifically at infant formula-related product advertisements, breastfeeding-related product advertisements and variations of the mother’s role in infant feeding. The content of breastfeeding-related magazine articles also is analyzed within the context of the advertisements. This sample of media appears to have evolved away from negative stereotypes about breastfeeding being primitive, disgusting, cow-like, or an excretory function. However, breastfeeding product advertisements were found to cater to negative stereotypes more than infant formula product advertisements. The amount of product advertising was not influential in the positive or negative representation of breastfeeding within article content.
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