I started to read it today thinking it would be basic NHS info on how to feed, wind and change your baby etc. It was actually 20 odd pages of info telling me basically that if i don't breastfeed, my baby is more likely to develop cancer (as am I) as well as be admitted to hospital in their first year of life etc etc among other very scary statistics.
Yep, I have a copy of the "Feeding and Caring for Your Baby" guide and I can understand why you feel that the publication constitutes propaganda.
I wouldn't quite use that word myself, but I do think it pushes a certain parenting cultural approach that is not considerate of the diversity of British parenting styles and cultures, and it does so in a manner that could be perceived as quite alienating.
Personally, I feel the booklet has been written with an agenda in mind and it is not entirely appropriate for an NHS-endorsed publication. It very much speaks to a certain segment of the parenting demographic. It's also noticeable that there are very few images of BME parents and children.
Yes, there is an extremely strong focus on breastfeeding in every bit of information given in the booklet (read: everything comes back to how you need to breastfeed). Reading the info, you could be forgiven for thinking that if you don't breastfeed, your baby will have a flat head, experience pain when they have immunisations, and will have high cortisol levels that will impede their brain development ... among a range of other scary outcomes.
Now a lot of these things may be accurate, but stating them in the way the booklet does in a very forceful manner is not exactly supportive of mothers who cannot breastfeed.
The major issue I have with the booklet, however, is that it presents breast feeding as part of an NHS-endorsed package of babycare that also heavily involves baby wearing for both parents and baby-led weaning, which is where it starts to fall into pushing a certain parenting cultural style and I think it's quite awkward for an NHS publication to do this.
Personally, I think baby-wearing and baby-led weaning are individual choices for parents. But the booklet really turns on the positive for these things and is rather negative about the alternatives or just doesn't talk about them at all. For example, there's information given about sling libraries, but nothing about guidelines for car seats/carriers or the requirement for newborns to lay flat in prams (indeed, there is two lines about car seats that are very negative in tone). Parent-led weaning is also treated quite negatively.
The advice for dads is also rather specifically cultural. The booklet advises that dad can bond with baby by, for example, wearing a baby sling while vacuuming the house. In fact, the majority of pictures of dads feature them wearing a sling. There's even a picture of a dad playing guitar to a bump. Now that's lovely, but lets be honest here ... this advice is not massively inclusive of the diversity of British men, is it?
There's even a caption about how "more men than ever are staying at home to care for families when mothers return to work". Now while this may be statistically true, the numbers of men doing that are still incredibly small and I think by stating this, the booklet is not particularly reflecting the reality of modern circumstances for new parents.
All in all, the message you get from the booklet is that you need to breastfeed, feed on demand, baby-wear, have regular skin-to-skin from birth, use a drop-side crib, not use a car seat or a pram, and if you have to go back to work, you should either have baby close for breastfeeding or express your breast milk. And if you don't do this, lots of horrible things will happen to you and your baby. Oh, and dad needs to babywear as well and also freak out at the £1000 cost of bottle-feeding for a year.
I really don't think that narrative is particularly inclusive nor supportive of the different circumstances of British parents at all.