Content analysis of infant feeding messages in a Canadian women's magazine, 1945 to 1995

This study describes trends in infant feeding messages in a Canadian women's magazine, from 1945 to 1995 (612 issues). Content analysis was used, with one researcher photocopying and coding all relevant items. The sample (n= 1082) included all messages related to infant feeding appearing in the magazine. Messages were coded according to sources (e.g., advertisement, article) and themes. Bandura's Social Cognitive Theory was used to explore their relationship with infant feeding behavior. Data were analyzed using frequencies and averages and presented graphically. The majority (n = 666, 62%) of messages were advertisements. There were only 32 infant feeding articles (3%); the remaining 384 items (35%) were portions of articles or editorial and health columns. The total number of messages declined over time. Trends in message themes (favoring breastfeeding, neutral, favoring bottle feeding) and in the number of advertisements were roughly comparable to breastfeeding initiation rates. These media messages may have been influencing behavior or merely reflecting societal values; further analyses of print media nutrition messages can provide insight into these relationships. Dietitians and nutritionists should consider using the popular media as a Vehicle for nutrition education.