Representing infant feeding: content analysis of British media portrayals of bottle feeding and breast feeding.

OBJECTIVE To examine how breast feeding and bottle feeding are represented by the British media. DESIGN Content analysis. SUBJECTS Television programmes and newspaper articles that made reference to infant feeding during March 1999. SETTING UK mass media. MAIN OUTCOME MEASURES Visual and verbal references to breast or bottle feeding in newspapers and television programmes. RESULTS Overall, 235 references to infant feeding were identified in the television sample and 38 in the newspaper sample. Bottle feeding was shown more often than breast feeding and was presented as less problematic. Bottle feeding was associated with "ordinary" families whereas breast feeding was associated with middle class or celebrity women. The health risks of formula milk and the health benefits of breast feeding were rarely mentioned. CONCLUSIONS The media rarely present positive information on breast feeding, even though this feeding practice is associated with the most health benefits. Health professionals and policy makers should be aware of patterns in media coverage and the cultural background within which women make decisions about infant feeding.