Challenging social norms: discourse analysis of a research project aiming to use financial incentives to change breastfeeding behaviours

Relton, Clare; Umney, Darren; Strong, Mark; Thomas, Kate and Renfrew, Mary J. (2017). Challenging social norms: discourse analysis of a research project aiming to use financial incentives to change breastfeeding behaviours. The Lancet, 390(3), article no. S75.

DOI: https://doi.org/10.1016/S0140-6736(17)33010-6

Abstract

The UK has one of the lowest breastfeeding rates in the world. The NOurishing Start for Health (NOSH) cluster-randomised trial was a trial of a financial incentive scheme that aimed to increase breastfeeding in UK areas where breastfeeding was not the norm (South Yorkshire, Derbyshire, and Nottinghamshire). The announcement of the initial field test of the Vouchers for Breastfeeding scheme generated a substantial amount of (mainly negative) media and social media coverage. Given the media interest and scrutiny in public health research and action (especially where financial incentives are concerned), we aimed to understand negative responses, and the underlying values they represent, to inform future public health research into financial incentives.

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