Mixed messages about the meanings of breast-feeding representations in theAustralian press and popular magazines

The popular press is an influential medium for the communication of message s and meanings about health and lifestyle issues (Lupton 1993). Through lan guage and images, the print media present selected phenomena, events and is sues to readers. The choice and connections between words used can impress upon the reader specific images of the world and the attitudes toward the p resented issues and ideas (Nunan 1993). Discourse analysis is used in this study to examine representations of brea st feeding in articles published in the Australian press and popular magazi nes over a six-month period. Discourse analysis is a method of inquiry that focuses on sociocultural and political contexts in which communication occ urs (Lupton 1992). Discourses revealed mixed messages and meanings. Breast feeding was seen as natural and the best way of feeding but also as problematic in practice. D ominant ideologies of power and persuasion were also evident The media port rayed predominantly negative views about breast feeding. Such discourses ma y influence decisions to breast feed and have wider implications for midwiv es in their roles as supporters and educators of women and their families.