Meaning Construction of Breastfeeding Campaign in Thailand

Abstract

This research paper aims to explain meaning construction of breastfeeding campaign in Thailand and how mothers decode the meaning. The analysis is conducted under theoretical framework of semiology, hegemony, and encoding/decoding from textual analysis of influential Facebook pages, interviews of experts, and a focus group of 8 mothers. It is founded that the meaning of breastfeeding campaign is “breastmilk is the best”, which is constructed by reproducing “infant formula” as the binary opposition. It connotes that being a good mother has to give breastfeeding.” Yet, “breastfeeding” is decoded in 2 meanings: breastfeeding and feeding breastmilk that the latter one can be operated by taking breastmilk from donation. Although there are people who decode as the latter meaning, all participants decode the meaning as breastfeeding. The participant mothers who do not have problems in breastfeeding feel proud and decode as the hegemonic meaning, while the mothers who have the problems negotiate the meaning that taking care of babies is as important as breastfeeding. There is no oppositional decoding found. The researchers suggest that breastfeeding campaign should aim for breastfeeding rather than focusing on breastmilk, and should not alienate infant formula