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Influence Of Information Sources On Knowledge, Attitude And Practice Of Exclusive Breastfeeding Among Nursing Mothers
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According to Nigeria’s Federal Ministry of Health (2011), exclusive
breastfeeding refers to feeding babies with breast milk only, without
giving them water, mixtures from local herbs or other forms of liquid
and food. Drops such as vitamins, minerals supplements or medicines can
however be given when they are prescribed. Furthermore exclusive
breastfeeding means that the infant or newborn receives only breast
milk. WHO (2016) stated that exclusive breastfeeding should therefore
not be combined with any other food while it is being practiced.
Exclusive breastfeeding emphasizes feeding solely with breast milk.
Veneman (2008) emphasized that exclusive breastfeeding means that no
other liquid or solid is fed to the infant, with the exception of
medicines. The importance of exclusive breastfeeding is propagated on
occasions such as world breastfeeding week. UNICEF (2015) affirmed that
exclusive breastfeeding is a good influence on child nutrition. The
United Nations Children Fund in Nigeria, invited journalists to Kano as
part of its activities to mark “breastfeeding weekâ€. It solicited for
media assistance on ways of sensitizing authorities and other
stakeholders on the crisis of child malnutrition in Nigeria. UNICEF
Chief of Communication, Porter (2015) in her remark called for
intensified media advocacy on child nutrition in Nigeria. Porter noted
that past efforts by the media have been effective. This was said based
on many media campaigns ranging from topics such as breastfeeding and
childcare, women breastfeeding, the essence of exclusive of exclusive
breastfeeding to new born health in Nigeria. The media and other
information sources have, in electronic, print and vocal forms being
used to convey the importance of exclusive breastfeeding to mothers.
Nursing
mothers are continuously remembered of the importance of exclusive
breastfeeding through information sources around them, one of which is
the media. Since there have been few systematic, large scale media
campaigns, full potential of mass media to promote breastfeeding is as
yet unrealized and therefore unknown. What has been learnt is that
breastfeeding promotion programs are designed to address three types of
factors affecting breastfeeding practices: 1) negative public attitudes
toward breastfeeding; 2) lack of knowledge of specific breastfeeding
skills such as correct positioning of the baby on the breast and
increasing milk production; and 3) social norms that define
breastfeeding as unusual behaviour (Cynthia, 1989). This shows that for
information sources campaigns to be effective they have to largely cover
every breastfeeding issue and not be limited in their coverage. Cynthia
(1989) stated that one of the lessons learnt about breastfeeding
campaigns is that general messages proclaiming the benefits of
breastfeeding are not effective since they do not address the major
impediments to optimal breastfeeding practice. Successful breastfeeding
programs use mass media as part of a long range promotion strategy
rather than as sporadic, short lived campaigns. A change in group norms
favouring breastfeeding which some experts believe is the key factor
determining breastfeeding practices cannot be achieved by a brief media
campaign. Similarly, specific breastfeeding skills and advice need to be
provided on a continuous basis; there are always new mothers giving
birth .As the world evolves lots of issues arise concerning the practice
of exclusive breastfeeding and media campaigns on exclusive
breastfeeding should be able to address these issues. Joan (2016) in
agreement with Cynthia noted that factors influencing exclusive
breastfeeding are evolving. Years past, the public encouraged
breastfeeding mothers to breastfeed their infants where ever the need
arises but presently it seems uncultured to breastfeed in public places
like markets, offices.
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