The portrayal of infant feeding in British women’s magazines: a qualitative and quantitative content analysis

Authors: O'Brien, E., Myles, P. & Pritchard, C.

Source: J Public Health (Oxf) (2017) 39 (2): 221-226. DOI:


Exclusive breastfeeding is the best start an infant can receive. However, in many high-income countries breastfeeding rates are low and this may be a reflection of social norms which in turn may be influenced by the media. This study therefore explored the portrayal of infant feeding in women’s general interest magazines.


An improvement in visual representations of breast feeding and factual information in women’s weekly magazines may be helpful in re-defining social norms regarding infant feeding.

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