‘At the breast is best?’ A corpus-informed feminist critical discourse analysis of the marginalisation of expressing human milk in online infant feeding promotional discourse

Existing feminist analyses of infant feeding practices have examined the promotion of long-term exclusive direct breastfeeding (DBF) as symbolic of "total motherhood" (Wolf 2011), where formula feeding is framed in contrast as "risky" (Murphy, 1999, Murphy, 2000, Brookes et al., 2016, Woollard, 2018). Discourses of expressing human milk (EHM), and their discriminatory potential, are currently under-researched. However, researchers note that rhetorical strategies that exclude EHM as a form of breastfeeding can reinforce the perceived normalcy of feeding at the breast and relegate breastmilk expression and formula feeding as "deviant" practices (Murphy, 1999, Hunt and Thomson, 2017; Rasmussen et al., 2017; Coffey-Glover, 2020; Anders et al 2022). To that end, this study integrates Feminist Critical Discourse Analysis (Lazar, 2005, Lazar, 2007, Lazar, 2014) and corpus linguistics (e.g. Baker 2014) to examine discourses of breastmilk expression (EHM) in a corpus of online infant feeding promotional literature taken from seven organisations, with a particular focus on the largest two organisations in the corpus: La Leche League Great Britain (LLLGB) and the UK National Health Service (NHS). The analysis reveals language choices that marginalise EHM in servitude of "breast is best" (Murphy 1999), and specifically reinforce the message that 'at the breast is best'. We show how EHM is marginalised in the texts via representations of exclusive DBF as the 'gold standard' of infant feeding, recirculating discourses of "total motherhood" (Wolf 2011), "natural mothering" (Bobel 2003) and "intensive motherhood" (Hays 1996).