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APHA Scientific Session and Event Listing

Joan E. Dodgson, RN MPH PhD, School of Nursing and Dental Hygiene, University of Hawaii, 2528 McCarthy Mall, Webster Hall Rm. 403, Honolulu, HI 96822, (808)-956-7916, dodgson@hawaii.edu and Marie Tarrant, RN MPH PhD, Department of Nursing Studies, University of Hong Kong, 4/F, William M. W. Mong Block, Faculty of Medicine, 21 Sassoon Rd., Hong Kong, 00000, Hong Kong.

The complexity of contextual influences on women's infant feeding choices is widely recognized, particularly in busy urban environments where women's wage earning is perceived as essential. If the public health goal of improving breastfeeding rates is to be realized, one must cast a broad net and examine the nature and orientation toward infant feeding of printed mass media that impacts childbearing families. The aims of this study were to (1) describe the nature of infant feeding articles in the print media, (2) to describe the content of media messages related to infant feeding, (3) to compare infant feeding messages in the newspapers and parent-focused magazines, and (4) to compare infant feeding messages in English and Chinese language press in Hong Kong. A content analysis process was used (314 articles) to identify messages (N=1262). Five themes (social context, affecting mothers, effects on baby, the value of breast milk and the utility of formula) emerged. Significant differences were found between (1) magazines and newspapers and (2) English and Chinese language newspapers. Information was often presented without referencing a source (44.5% articles), offering readers few options for determining the quality of the messages conveyed. A less than positive tone toward breastfeeding was identified in 115 (37.6%) of the articles. Non-evidence based informational messages not in accordance with international standards may lead to misunderstandings and less than optimal infant feeding practices. Efforts to improve the quality of information surrounding infant feeding issues are essential and are the responsibility of public health providers.

Learning Objectives:

• 1. To identify the key infant feeding messages promulgated to expectant and new parents through the printed media in Hong Kong.
• 2. To analyze the potential influence that these messages have on parent’s infant feeding decisions.

Keywords: Breast Feeding, Media Message

Presenting author's disclosure statement:

Not Answered