BACKGROUND Many of aspects of our lives became increasingly commercialised in post-modern society. Although breastfeeding is perhaps a late comer to this process in recent years, it too has seen significant commercialisation facilitated by social media and our obsession with celebrity culture. This paper explores how the commercialisation and commodification of breastfeeding impacts mothers' experiences of breastfeeding. METHODS In a qualitative study, five mothers in the United Kingdom recorded their real-time breastfeeding experiences in video diaries. Using a multi-modal method of analysis, incorporating both visual and audio data, a thematic approach was applied. FINDINGS Women preparing for breastfeeding are exposed to increasing commercialisation. When things do not go to plan, women are even more exposed to commercial solutions. The impact of online marketing strategies fuelled their need for paraphernalia so that their dependence on such items became important aspects of their parenting and breastfeeding experiences. CONCLUSIONS The audio-visual data demonstrated the extent to which "essential" paraphernalia was used, offering new insights into how advertising influenced mothers' need for specialist equipment and services. Observing mothers in their video diaries, provided valuable insights into their parenting styles and how this affected their breastfeeding experience.

中文翻译：

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母乳喂养的商业化和商品化：初生妈妈的视频日记。

背景技术我们生活的许多方面在后现代社会中日益商业化。尽管近几年来母乳喂养可能是这个过程的晚些时候，但社交媒体和我们对名人文化的痴迷也促进了母乳喂养的显着商业化。本文探讨了母乳喂养的商业化和商品化如何影响母亲的母乳喂养体验。方法在定性研究中，英国的五名母亲在视频日记中记录了他们的实时母乳喂养经历。使用一种多模态分析方法，结合了视觉和音频数据，应用了主题方法。研究结果为母乳喂养做准备的妇女正面临越来越多的商业化。如果事情没有按计划进行，妇女将更容易受到商业解决方案的影响。在线营销策略的影响加剧了他们对用具的需求，因此他们对此类物品的依赖成为其育儿和母乳喂养经验的重要方面。结论视听数据表明使用“基本”用具的程度，为广告如何影响母亲对专业设备和服务的需求提供了新见解。在视频日记中观察母亲，对他们的父母教养方式及其对母乳喂养体验的影响提供了宝贵的见解。使用了用具，为广告如何影响母亲对专业设备和服务的需求提供了新见解。在视频日记中观察母亲，对他们的父母教养方式及其对母乳喂养体验的影响提供了宝贵的见解。使用了用具，为广告如何影响母亲对专业设备和服务的需求提供了新见解。在视频日记中观察母亲，对他们的父母教养方式及其对母乳喂养体验的影响提供了宝贵的见解。