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dc.contributor.authorSrivastava, Ken
dc.contributor.authorNorman, Aen
dc.contributor.authorMortimer, Sen

Background: In the UK rates of exclusive breastfeeding at 6 months are at 1%, highlighting the need to encourage and to improve the support provided to women to initiate and continue breastfeeding and to improve infant and maternal health. Aim: To qualitatively explore the influence of media on the intention to initiate and continue breastfeeding. Methods: This ethnographic study recruited forty women; 31 with children and nine of child-bearing age (19 to 28 years), with an intention to have children to take part in semi-structured interviews. Data was analysed using thematic analysis. Findings: The thematic analysis identified five themes associated with sociocultural influences on breastfeeding perceptions and behaviour: family influence; privacy; media as a double-edged sword; negative exposure to breastfeeding; and planned behaviour versus experience. Conclusions: Media influences strengthened pre-conceived notions of breastfeeding. Social media can play an important role in maintaining breastfeeding though support but can also put undue negative pressure on mothers who were struggling to breastfeed.

dc.publisherMark Allen Healthcareen
dc.titleA qualitative exploration of the Media’s Influence on UK Women’s views of Breastfeedingen
dc.typeJournal Article
plymouth.journalBritish Journal of Midwiferyen
plymouth.organisational-group/Plymouth/Faculty of Health
plymouth.organisational-group/Plymouth/Faculty of Health/School of Psychology
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA/UoA04 Psychology, Psychiatry and Neuroscience
plymouth.organisational-group/Plymouth/Research Groups
plymouth.organisational-group/Plymouth/Research Groups/Centre for Brain, Cognition and Behaviour (CBCB)
plymouth.organisational-group/Plymouth/Research Groups/Centre for Brain, Cognition and Behaviour (CBCB)/Behaviour
plymouth.organisational-group/Plymouth/Users by role
plymouth.organisational-group/Plymouth/Users by role/Academics
dc.rights.embargoperiodNot knownen
rioxxterms.typeJournal Article/Reviewen

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