ABSTRACT
The act of breastfeeding is an inter-subjective embodied process, “a holistic activity that is embedded in local practices in complex and patterned ways”. Research in Brazil has shown that women’s choices about breastfeeding have long-term impacts on the health and wellbeing of their children and there is a widespread and genuine commitment among healthcare professionals to improve breastfeeding rates. The international and local formula industry influenced Brazilian cultural norms with respect to infant feeding and is largely responsible for the decontextualization and product view of breastmilk. Medical arguments that champion breastmilk as the “best” choice for infant feeding emphasize the immunological and nutritive content of breastmilk, and women internalize these, rather than other benefits related to breastfeeding. Breastmilk had important vitamins and minerals. Breastmilk had antibodies. But in their responses, breastmilk did not seem to have much to do with the women themselves.
