This qualitative research is based on five new mothers in the United Kingdom recorded their real-time breastfeeding experiences in video diaries. The purposive sample of five participants recorded 294 video entries lasting 43 h and 51 min, thus providing abundance of rich data. using a multi-modal method of analysis, incorporating both visual and audio data, a thematic approach was applied. The study found that women preparing for breastfeeding are exposed to increasing commercialisation. When things do not go to plan, women are even more exposed to commercial solutions. Under the influence of online marketing strategies the need for paraphernalia grew. Women’s dependence on such items became important aspects of their parenting and breastfeeding experiences. Alison and her co-authors conclude that the audio-visual data demonstrated the extent to which “essential” paraphernalia was used. The paper offers new insights into how advertising influenced mothers’ need for specialist equipment and services. Observing mothers in their video diaries, provided valuable insights into their parenting styles and how this affected their breastfeeding experience.
- Taylor, A.M., van Teijlingen, E., Alexander, J., Ryan, K. (2020) Commercialisation and commodification of breastfeeding: video diaries by first-time mothers, International Breastfeeding Journal 15:33 https://doi.org/10.1186/s13006-020-00264-1
- Taylor A, van Teijlingen, E.,Ryan K, Alexander J (2019) ‘Scrutinised, judged & sabotaged’: A qualitative video diary study of first-time breastfeeding mothers, Midwifery 75: 16-23.
- Taylor, A.M., van Teijlingen, E., Alexander, J., Ryan, K. (2019) The therapeutic role of video diaries: A qualitative study involving breastfeeding mothers, Women & Birth 32(3):276-83. https://www.sciencedirect.com/science/article/pii/S1871519218300064