On many sites there is a large group that is quick to note that the company has the right to set policies as it sees fit. But on closer review of the story, I don’t think that fact was ever disputed by MILC. Those who are protesting are among the site’s users / customers. And history shows that many, many customers have leveraged either the power of protest, boycotts, or the prospect of generating unfavorable publicity to bring about change.

In the 1980’s, for example, many stockholders and customers pressured their companies to divest in stocks with any ties to South Africa as long as the country supported apartheid. Rosa Parks took what was once a perfectly acceptable “ban” in the Montgomery, Alabama bussing business—against black persons sitting in the front of the bus—and helped lead the charge that challenged the company and our country to think differently.

While restricting breastfeeding publicly (or banning it from publicly posted photographs) may not quite rise to the level of outright gender or race discrimination in the minds of many, there are significant reasons why women feel the need to rally for the freedom to celebrate breastfeeding on the screens of their Facebook pages.

It has to do with challenging a mindset I encountered on many blogs discussing this topic: that while breastfeeding may be a healthy way to nourish infants, it should be private.

The reasoning—which I can understand if not fully agree with—could be analogized to how most feel about using the restroom. It is natural. We all use restrooms. But we don’t wish to be reminded of it or have our children see pictures of people using restrooms on Facebook.

However, I believe such considerations are greatly outweighed by what MILC is trying to accomplish. And that is to mainstream breastfeeding itself. While there are moms who have posted that they breastfed their own children (hooray!) but would still insist on it being done in private, the fact is that you can only have so many times where a breastfeeding image is labeled “bad” before breastfeeding itself is viewed as “bad.”

How many blog posts that describe witnessing the activity as “disgusting” will there be before that becomes the mindset of future moms? It has taken millions of dollars and countless hours of public education and hospital instruction to convert a culture with “Leave it to Beaver” notions that even private breastfeeding is okay, and indeed better for the baby.

All the while, powdered formula companies chuckle on their way to the bank knowing that despite occasional “breastfeeding is better” reminders in their promotional literature, many moms will opt for their product out of embarrassment, in addition to situations where formula is necessary.

Perception drives practice. Only when we can be more matter-of-fact about the depiction of this healthy bonding between mom and her newborn will more moms will be matter-of-fact about nursing.

http://www.leagueofmaternaljustice.com/2007/09/welcome-to-the-.html