Embodied Online Activism: Breastfeeding Activism (Lactivism) on Facebook

Abstract

Online support communities for people with various health problems and related online activist groups have been the focus of scholarly attention for three decades. The arrival of social media increased the popularity and breadth of both phenomena. Breastfeeding online activism represents an interesting case in how it connects the (health) support and activist online presences of breastfeeding women. Furthermore, breastfeeding activism - or lactivism - is a form of embodied activism, often performed through breastfeeding. Stemming from over six years of observant participation in breastfeeding spaces online, this article traces the ways in which lactivists use Facebook to further their cause. From the creation of support groups, through the use of Facebook capabilities to organise action and create structures, to Facebook specific forms of mass action, including image flooding and negrating, I argue that the emergence of lactivism as we know it is intimately connected with, and through, the medium.

Experiences of online breastfeeding support: Support and reassurance versus judgement and misinformation

“…In particular, women felt that they could not talk about using formula milk or mixed feeding. Online breastfeeding discourse can be polarised, with some using it to express very strong attitudes around the importance of exclusive breastfeeding in a way that is not always helpful (Mecinska, ). Research shows that women often feel pressure to breastfeeding exclusively (Sheehan & Schmied, ), feel shamed or ostracised if they discuss formula milk (Thomson, Ebisch‐Burton, & Flacking, ), or struggle to find information around mixed feeding (Brown, ) despite the majority of women in the United Kingdom using formula at some point (McAndrew et al, ).…”

“…One study in Australia found that online breastfeeding support groups are a source of information and emotional reassurance (Bridges, Howell, & Schmied, 2018). Queries can often be answered quickly and easily due to the history of the group who have stored simple responses such as images and memes that can answer common questions (Mecinska, 2018). However, it is often the emotional aspect, and "authentic presence" that women value, typically when feeling isolated and alone during night feeds (Bridges et al, 2018).…”

“…Information shared online is not always accurate (Allcott, Gentzkow, & Yu, 2019), and women can feel like a failure comparing themselves with other mother stories (Brown, 2016). Conversations around breastfeeding online can become judgemental and polarised (Mecinska, 2018), particularly on open forums and comments sections (Grant, 2016). However, the majority of research in this area highlights only positive outcomes.…”

Cuerpos y emociones en conflicto: la exhibición del amamantamiento en Facebook

“…Estas manifestaciones culturales y civiles deben ser consideradas dentro del llamado lactivismo militante (Faircloth, 2013) que demanda más visibilidad, ya sea por medio de intervenciones artísticas (Epp Buller, 2016;Sanz Vidal, 2017), ya desde la mostración de sí en el universo virtual (Boon y Pentney, 2015;Locatelli, 2017;Mecinska, 2018), ya desde políticas de transmisión del conocimiento concretas (Massó Guijarro, 2013a, 2015a, 2015by 2015c o desde manifestaciones masivas espontáneas (Magallanes y Bard Wigdor, 2017).…”