| Abstract: | Breastfeeding, the topic of numerous government-supported initiatives, is widely considered the optimal mode of infant feeding and is a central component of cultural ideals of good mothering. Prior research has indicated that one outcome of the emphasis placed on breastfeeding is the experience of guilt, regret, shame, or inadequacy that mothers may feel when they do not or cannot breastfeed. Using data from 96 interviews with 22 first-time mothers, the experiences of mothers who wanted to breastfeed but used formula are explored. Mothers engaged in three strategies that helped maintain a positive maternal identity: framing the use of formula as not a choice, recognizing the effort placed into breastfeeding, and focusing on overall health and happiness. Results indicate that the focus on individual choice in breastfeeding promotion highlights resulting guilt or failure, to the exclusion of recognizing women’s agency in using resistance strategies and the broader social context of breastfeeding. |
