The Impact of Parents' Magazine on Breastfeeding Decisions
Author Information
Author(s): Katherine A. Foss, Brian G. Southwell
Primary Institution: University of Minnesota, School of Journalism and Mass Communication
Hypothesis
The frequency of hand feeding advertisements in Parents' Magazine from 1971 to 1999 will negatively correlate with changes in breastfeeding reported the following year.
Conclusion
Hand feeding advertisements are negatively correlated with breastfeeding rates, suggesting that media content influences infant feeding decisions.
Supporting Evidence
- When hand feeding advertisements increased, breastfeeding rates tended to decrease.
- Breastfeeding rates rose from approximately one-quarter to 64 percent in 2000.
- Hand feeding advertisements were prevalent in the magazine sample analyzed.
Takeaway
This study found that when there are more ads for baby formula, fewer moms choose to breastfeed their babies.
Methodology
Content analysis of advertisements and articles in Parents' Magazine from 1971 to 1999.
Potential Biases
The analysis may not represent all media coverage on infant feeding.
Limitations
The study does not establish direct causation and is limited to one magazine over a specific time period.
Participant Demographics
U.S. women from 1971 to 1999.
Statistical Information
P-Value
<0.05
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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