By Amy Koerber
Breast or Bottle? is the 1st scholarly exam of the shift in breastfeeding strategies happening during the last part century. via an in depth research of clinical and scientific controversies and a severe exam of the ways that scientific ideals are communicated to the general public, Amy Koerber exposes layers of moving arguments and which means that tell modern infant-feeding advocacy and coverage.
Whereas the word "breast or bottle" could as soon as have implied a decision among relative equals, human milk is now believed to own precise health-promoting features. even though it is tempting to view this revision in scientific considering as exclusively the results of medical development, Koerber argues progress-based interpretation is incomplete. Epidemiologic proof demonstrating the healthiness merits of human milk has grown in recent times, however the tale of why those varieties of facts have dramatically elevated in fresh many years, Koerber finds, is a story of the devoted members, coalitions, and companies engaged in relentless rhetorical efforts to enhance our medical causes and cultural appreciation of human milk, lactation, and breastfeeding within the context of a historic tendency to devalue those tremendously girl elements of the human physique. Koerber demonstrates that the rhetoric used to advertise breastfeeding at a given time and cultural second not just displays a preexisting fact but additionally shapes the infant-feeding adventure for brand spanking new moms.
Koerber's claims are grounded in broad rhetorical examine together with textual research, archival study, and interviews with key stakeholders within the breastfeeding controversy. Her method bargains a necessary counterpoint to different feminist analyses of the shift towards probreastfeeding clinical discourse and provides a revealing rhetorical case research within the complicated dating among clinical facts and its effect on scientific coverage and practices. The ensuing interdisciplinary research can be of willing curiosity to students and scholars of rhetoric, communique, women's stories, scientific humanities, and public well-being in addition to clinical practitioners and policymakers.
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Extra info for Breast or bottle? : contemporary controversies in infant feeding policy and practice
As this shift has occurred, it has been advantageous for breastfeeding advocates to frame the breast–bottle contest as one that can be decided by science—that is, scientific evidence that demonstrates health-providing qualities that are uniquely available in human milk. Indeed, as stated by Joan B. 63 The emergence of the third topos, the notion of formula as risky, would seem to reinforce Joan Wolf’s perceptions about the current rhetorical situation. On a broader cultural level, this topos would also seem to reflect a tendency that many scholars have noted to rely increasingly on the dictates of biomedical expertise in anticipation that our present behaviors 30 Breast or Bottle?
Carolyn R. Miller’s observations about the intimate relationship between past and present in the concept of kairos might usefully illuminate this present situation. As Miller says: “Understanding the relationship between historical context and particular characteristics of discourse is essential to a specifically rhetorical interpretation of a scientific or any other text. . ”65 Thus, any effort to understand fully the kairos of the present moment in infant-feeding policies and practice must take these past commonplaces into account.
41 In November 2003, however, just before this massive campaign was scheduled to be broadcast, powerful formula-industry representatives who were present at the AAP’s annual conference enlisted the AAP leadership to assist them in lobbying the government to stop them. On November 3, 2003, the same day that he was installed as AAP president, Dr. Carden Johnston was enlisted by formula-company representatives to sign a letter protesting the advertising campaign to Tommy Thompson, then secretary of the Department of Health and Human Services.