Recently many Twitterers (and their associates) contributed to my survey on American women’s attitudes to breastfeeding and its representation in the media. I promised to share the outcomes of my research and the survey, which this post seeks to do. For those interested, the entire paper (30 pages plus 15 page complete survey result appendix) is available by emailing me or asking on Twitter and I’ll get it to you straight away. If you’d like to see the summary of survey responses, this link takes you to the final Survey Monkey summary.
American Breastfeeding Rates
America has a dismal breastfeeding rate. The World Health Organization and the US’s own CDC recommend babies be exclusively breastfed for the first six months of their lives, and then breastfed with additional food until they are two years old and beyond. The American Government then worked with the CDC in 2000 to develop the Healthy People 2010 initiative. It includes breastfeeding goals which fall short of the WHO and CDC’s own recommendations – that rates of breastfeeding be targeted to 75% initiating breastfeeding at birth, with 50% at six months and just 25% at one year.
Each year since 2000, American media has been fed press release diatribe on how successfully this plan is being implemented. And mainstream media have unquestioningly spurted it back at the general public. Headlines like “Breastfeeding rate soars” (USA Today 2002) and Reuters 2007 story headlined “US breastfeeding rates rise to record high” disguise the real issue – that even after 8 years of a government promotion to increase breastfeeding in America, 25% of women never even try. In 2005 only 11% of American women exclusively breastfed for 6 months (as opposed to the WHO recommendation of 100%) and in 2007 a quarter of women who initiate breastfeeding at birth have introduced formula within the first week of their child’s life.
So what’s the problem?
Media loves boobs – as long as they’re shown in a sexual way. We’re all familiar with advertising and other images of breasts. For example, this 1993 cover image of Janet Jackson on Rolling Stone won critical acclaim. The story focuses on Jackson and her embracing of her sexuality. The focal point is her breasts.
But a full 13 years later, BabyTalk magazine’s cover created outrage. No less than 700 complaints were sent to the editor over a cover promoting breastfeeding. So getting it straight, a magazine committed to mothering and babies, getting flak over a cover which promoted – mothering and babies.
In my paper I explain how I believe this has occurred. The movement of women into the public sphere has seen them embrace their femininity in a new way. There’s a whole “look, I’m in the boardroom and I have breasts” ferocity which has been associated with feminism. Women don’t like being confronted with images which remind them of the roles their mothers had. Feminism’s abject failure through the 1980s and 1990s was its devaluation and disempowerment of the importance of nursing.
Yes, I argue that the feminist movement has contributed to a sociey where even women more readily accept images of breasts that celebrate them on a sexual rather than a mothering level. This is reflected in media too. TV programs such as Sex and the City, Desperate Housewives and Ally McBeal feature women who embrace their sexuality and power as successful. Women who hold traditional mothering roles are less successful, frustrated, angry or just plain stupid.
And then to have the audacity to bring those breasts, feeding infants, into the general public? No wonder women in general lead the call for ‘discretion’ and ‘hooter hiders’.
I hoped to get about 30 responses. The survey went viral and in three days I received 128 responses. More than a third of respondents added extra information to each of the basic four questions asked. Women have strong views. In my paper I relate this passion to religiosity. The religion of breastfeeding meets all the academic standards of definition. No longer is breastfeeding normal, usual practice. And I find that distressing.
While 95% of respondents did not believe media has any influence over their own ideas about breastfeeding, more than half believe media should show it more often. Clearly, women believe media has an influence over someone (if not themselves). One key response was along the lines of “media doesn’t influence my ideas about breastfeeding because it’s not shown in media.” My assertion is that this absence has just as much influence as if it were shown.
If media showed breastfeeding as part of normal life on television and other media. If it made it present and normal – not a focus of a storyline, but just part of the everyday life of families with babies on tv, then could we begin to see this overtly sexual obsession with breasts change? Could we begin to see women being more accepting of their breasts as being a special part of a relationship with their child, not just as part of the relationship with their sexuality? If, in a similar way to Hollywood reducing smoking in movies, we began to insert breastfeeding into them… what would happen? And what about the international impact this could have? Hollywood movies are seen worldwide.
Certainly our only hope can be to improve on dismal American breastfeeding rates – and who knows where it could end.