Perpetuating "scientific motherhood": infant feeding discourse in Parents magazine, 1930-2007

Although breastfeeding initiation rates have recently been at an all-time high, duration continues to be considerably low. Given the health benefits associated with extended breastfeeding, this discrepancy is cause for concern. This research examined the messages conveyed about infant feeding in a popular parenting magazine, Parents magazine, from 1930 through 2007. Findings indicated that the messages about infant feeding shifted in accordance with changing ideologies about the means of infant feeding-from bottle-feeding to breastfeeding. However, even with changing attitudes toward infant feeding, writers used scientific evidence and the advice of "experts" to justify the dominant form of feeding. The absence of practical advice regarding breastfeeding challenges, especially from "real" women set up false expectations about the breastfeeding experience, painting it as "natural" and best for the baby. The dependency on experts and lack of practical advice in popular media, like Parents magazine, may help explain a societal trend that downplays breastfeeding obstacles, giving insight into the vast discrepancy between breastfeeding initiation and duration.