Exploring the views of primary health care professionals involved in infant nutrition on breastfeeding using an ethnographic approach

Abstract

This dissertation explores the subject of infant feeding using the Social Identity Theory as a framework. Due to this exploration it was thought that non-breastfeeding women were the 'out' group within society and that breastfeeding women and breastfeeding advocates (health professionals) were the 'in' group. From the literature four themes emerged that illustrated the implications within practice and the gaps within literature. This informed the research proposal and the aims within the research. The aims of the dissertation were the explore Health Professionals' perceptions on the restrictions on formula milk regarding advertisement and information giving within the healthcare establishments. Health Professionals' view of breastfeeding and the promotion of breastfeeding within the UK through the NHS, and worldwide from WHO and UNICEF recommendations and how congruent is their practice with their espoused views? The study proposes to use an ethnographic approach to meet the aims of the research, allowing for an in-depth exploration of health professionals and their perceptions on breastfeeding. This research will develop practice by allowing primary health professionals to have a better understanding of the impact their perceived stance within society has on women and altering this may allow women to have better trust within their health professional and therefore reduce the impactions that arose within practice. Key words • Breastfeeding, Non-Breastfeeding, Social Identity Theory, Ethnographic Approach, Health Professionals, Maternal Identity.