[Qualitative analysis of institutional advertising in the promotion of breastfeeding: gender biases and co-responsible breastfeeding environments. For a Comprehensive Human Lactation Model].

OBJECTIVE: Current international institutional promotion of breastfeeding (WHO-UNICEF) incorporates cultural and social elements that shape experiences related to caregiving and parenting practices for infants in their first months of life. The aim of this paper was the analysis of the theoretical framework underpinning current breastfeeding promotion efforts, and given that global breastfeeding rates do not reach 50 percent of infants breastfed up to six months, as well as to identify new theoretical premises from a gender perspective. This analysis will focus on uncovering gender biases and the role assigned to male partners in current institutional advertising aimed at promoting breastfeeding.

METHODS: The research was conducted in Granada (Spain) in 2023, using a qualitative analysis approach (Strauss-Corbin Grounded Theory). Seventy promotional materials related to breastfeeding, located in healthcare settings, were analyzed.

RESULTS: Gender biases were confirmed through a gender-focused qualitative analysis of institutional materials intended to promote breastfeeding. These biases were grouped into six conceptual categories.

CONCLUSIONS: Current institutional health promotion of breastfeeding contains numerous explicit and implicit gender biases. The fundamental theoretical finding (substantial category) is developed through six key propositions that give rise to novel theoretical categories (such as the co-responsibility of breastfeeding environments), which become determining factors in future promotional theoretical frameworks. As an alternative, a Comprehensive Human Latation Model is proposed.