a School of Journalism , Middle Tennessee State University.
Health Commun. 2019 Aug;34(9):919-930. doi: 10.1080/10410236.2018.1440506. Epub 2018 Feb 23.
While it has been well established that breastfeeding provides the best nourishment for children, few women achieve the recommended breastfeeding duration. Negative media messages have been identified as one explanation for the lack of individual and public support for breastfeeding. This study explored the influence of media on the knowledge and attitudes of a nearly childless population to ascertain if and how entertainment media can positively impact perceptions of breastfeeding. Using cultivation and parasocial interaction, this research measured entertainment television's effect on breastfeeding attitudes using randomized-group experiments involving 375 students. Overall, participants generally held positive attitudes but were uncomfortable seeing breastfeeding. Moreover, results indicate that viewing a prime-time television clip that depicted public breastfeeding not only significantly lessened the extent to which participants believed that breastfeeding was a private activity but also improved attitudes and support for breastfeeding in public. This study concludes that more pro-breastfeeding media messages in entertainment media could help create a climate conducive to breastfeeding success.
虽然母乳喂养为儿童提供最佳营养已经得到充分证实，但很少有女性能够达到推荐的母乳喂养时长。负面的媒体信息被认为是个人和公众对母乳喂养缺乏支持的一个解释。本研究探讨了媒体对几乎没有孩子的人群的知识和态度的影响，以确定娱乐媒体是否以及如何能对母乳喂养的看法产生积极影响。本研究使用培养和准社会互动，通过涉及 375 名学生的随机组实验，衡量了娱乐电视对母乳喂养态度的影响。总的来说，参与者普遍持有积极的态度，但看到母乳喂养会感到不舒服。此外，结果表明，观看一个描绘公共场所母乳喂养的黄金时段电视片段，不仅显著降低了参与者认为母乳喂养是私人活动的程度，而且还改善了他们对公共场所母乳喂养的态度和支持。本研究得出结论，更多支持母乳喂养的媒体信息出现在娱乐媒体中，可能有助于营造一个有利于母乳喂养成功的氛围。
