You're assuming I'm talking about soaps directly influencing new mums' feeding decisions.
I'm not. I'm talking about normalising bf and making it the obvious first choice feeding decision - not just for mums, but for the wider society whose comments will impact on those new mums. It's the drip-drip effect that's currently so in favour of bottlefeeding - I'd like the pendulum to swing the other way.
Interesting article here
Another one - "Media representations of breastfeeding are no better. A recently published study of the UK media found that breastfeeding was usually either invisible or negatively represented. Breastfeeding is portrayed as a socially marginal activity, unlike bottle feeding which is socially integrated into everyday scenes.
Breastfeeding is rarely shown on television, whereas representations of bottle feeding are common. Within the one month TV sample examined for this study there was just one scene which showed a baby being put to the breast and 9 of a breast pump (not in use). By contrast, there were 170 scenes which showed babies' bottles, formula preparation or bottle-feeding.4
This study also found that babies' bottles have become a routine and iconic way of visually representing babyhood and preparing formula milk is used to symbolise positive male involvement. For example, an advertisement for whisky shows a man wearing a dressing gown and preparing formula. The strap line is 'What have you been doing while Bells whisky has been maturing?' Breastfeeding, by contrast, is portrayed as a slightly abnormal activity and sometimes used to characterise particular types of women e.g. 'hippies' or middle class 'earth mothers'.5
This research also found that bottle feeding was usually represented as problem-free, whereas breastfeeding was seen as fraught with difficulties.
Scrutiny of both the press and television sample identified only one reference to potential difficulties associated with bottle-feeding (the 'hassle' of bottle washing) but 42 references to difficulties attributed to breastfeeding (sore nipples, 'saggy' breasts, sleepless nights). Most of these references suggest no ways in which such problems might be alleviated.
The study also found that routine mass media coverage rarely acknowledged the health implications of formula milk compared to breast milk. In the entire months sample there was only one, oblique, reference to any potential disadvantages of formula feeding on television and one newspaper report which questioned the safety of genetically modified ingredients in a particular brand. The health benefits of breast milk were not mentioned.6
Overall then, the media do not promote the idea that breastfeeding can be a positive act and experience.
However, there are some media representations which might help to challenge this marginalisation of breastfeeding. Several of the British soap operas have recently taken up the issue. Brookside, a drama series set in a Liverpool community and shown at peak time and attracting large audiences, ran a storyline about breastfeeding last year. One episode portrayed a businesswoman challenging objections to her breastfeeding in public. Her colleagues stood up for her right to do so and the complainant, rather than she, was asked to leave the café bar. Most intriguing of all is the way breastfeeding features in comedy programmes. Some of this humour exploits and reinforces ideas about the shame of leaking breasts, the 'disgusting' nature of breast milk or male double-standards about 'boobs'. However some representations are more reflective or even subversive. The American sitcom 'Roseanne' (very popular on British television) showed a character breastfeeding as she took her marriage vows. At the words 'You may kiss the bride', she declared 'just let me change sides' and moved the baby to her other breast."