Congratulations to Dr. Alison Taylor in the Centre for Midwifery,Maternal & Perinatal Health (CMMPH) whose third PhD paper has just been accepted by the International Breastfeeding Journal. Alison’s paper ‘Commercialisation and commodification of breastfeeding: video diaries by first-time mothers’ reminds us that many of aspects of our lives are increasingly commercialised in post-modern society. Although breastfeeding is perhaps a late comer to this process in recent years, it too has seen significant commercialisation facilitated by social media and our obsession with celebrity culture.
This paper explores how the commercialisation and commodification of breastfeeding impacts mothers’ experiences of breastfeeding. The paper highlights 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. The impact of online marketing strategies fuelled their need for paraphernalia so that their dependence on such items became important aspects of their parenting and breastfeeding experiences. Dr. Taylor and her co-authors offer 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.
The International Breastfeeding Journal is an Open Access journal owned by Springer.
- 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 (accepted).
- 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
A new publication by Dr. Luisa Cescutti-Butler (FHSS) and her co-authors (Professor A Hemingway & Dr. J. Hewitt-Taylor) which explores women’s experiences of caring for a late preterm baby using feminism as a research methodology has just been published in the Australian Women and Birth Journal (October 2019). Her research found that women who become mothers’ of late preterm babies have a complex journey. It begins with separation, with babies being cared for in unfamiliar and highly technical environments where the perceived experts are healthcare professionals. Women’s needs are side-lined, and they are required to care for their babies within parameters determined by others. Institutional and professional barriers to mothering/caring are numerous. For example: some of the women who were separated from their babies immediately after birth had difficulties conceiving themselves as mothers, and others faced restrictions when trying to access their babies. Women described care that was centred on their babies. They were allowed and expected to care for their babies, but only with ‘powerless responsibility’. Many women appeared to be excluded from decisions and were not always provided with full information about their babies. The research concludes by recommending that women whose babies are born late preterm would benefit from greater consideration in relation to their needs, rather than the focus being almost exclusively on their babies.
Luisa is Senior Lecturer in the Centre for Midwifery, Maternal & Perinatal Health (CMMPH) and Lead for Examination of the Newborn in the Faculty of Health & Social Sciences. If you would like any further information please email Luisa on email@example.com
Cescutti-Butler, L.D. Hewitt-Taylor, J. and Hemingway, A., 2019. Powerless responsibility: A feminist study of women’s experiences of caring for their late preterm babies. Women and Birth, DOI: https://doi.org/10.1016/j.wombi.2019.08.006
Cescutti-Butler, L.D., Hemingway, A., and Hewitt-Taylor, J., 2018. “His tummy’s only tiny” – Scientific feeding advice versus women’s knowledge. Women’s experiences of feeding their late preterm babies. Midwifery, DOI: https://doi.org/10.1016/j.midw.2018.11.001