Health professionals’ attitudes towards the promotion of breastfeeding

Marks, D. and O'Connor, R. (2015) Health professionals’ attitudes towards the promotion of breastfeeding. British Journal of Midwifery, 23(1), pp. 50-58. (doi: 10.12968/bjom.2015.23.1.50)

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Background: Despite their important role in breastfeeding promotion, there is a lack of research regarding professionals’ attitudes towards breastfeeding, and the impact these may have on breastfeeding promotion. Aim: To investigate health professionals’ views regarding breastfeeding, the influences on those views, and how they impact the breastfeeding promotion. Methods: In this qualitative study, 10 focus groups were carried out with health professionals involved with breastfeeding promotion. Results: Several themes emerged. These were: powerlessness and pessimism, breastfeeding promotion vs coercion/education, and the function of breastfeeding promotion. Professionals felt positively towards breastfeeding, but saw their influence as minimal due to an array of external influences on the mothers’ decision. They felt that promotion was not always carried out appropriately, and were wary of moralising breastfeeding. Professionals felt their role was one of informing, rather than promotion.

Item Type:Articles
Glasgow Author(s) Enlighten ID:O'Connor, Professor Rory
Authors: Marks, D., and O'Connor, R.
College/School:College of Medical Veterinary and Life Sciences > Institute of Health and Wellbeing > Mental Health and Wellbeing
Journal Name:British Journal of Midwifery
Publisher:Mark Allen Group
ISSN (Online):2052-4307
Published Online:29 December 2014

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