North American media and popular culture is saturated in images, text and folk wisdom on the inevitability of diapering babies. There really is little debate about the need for, and normalcy, of diapering babies, toddlers and small children. This cultural perception is continually supported by advertisements, parenting guides, health advice from professionals such as doctors, nurses, midwives and from everyday talk about being a parent in daycare centres, soccer fields, and grocery stores. There are funny diaper stories, cute toilet training stories, as well as tips and anecdotes on how to change diapers more efficiently. There are a myriad of products giving parents a "choice" in their approach to diapering. There really is no question of not diapering your baby. It's considered almost absurd to think otherwise. |
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Television and magazines are the most common media outlet for diaper ads. These two media are the most effective as images of cute babies appeal to all but the most hard hearted of us. Radio is of course not as effective because images are crucial to the sale of diapers. Magazines such as Good Housekeeping, Martha Stewart's Baby Magazine, Parenting Today, all inevitably feature ads for diapers of all kinds. There are special diapers for newborns, boys, girls, toddlers, night-time, pull-ons for older kids, designer styles, and any number of specialized diapers invented by professional product developers. Articles in magazines by health professionals, and advice columnists offer a variety of opinions on when to toilet train, when not to toilet train, toilet training control issues, and even theories on the negative psychological impact of weaning a baby too early from diapers. There is much diaper paraphernalia such as colour coordinated changing tables, diaper rash creams, special swimming diapers, special disposable wipes for the bottom and many other products to facilitate the diapering routine.
The ongoing promotion of diapers does not really have to argue their raison d'être: it's a given that diapering is necessary. However, the promotion continually serves to reinforce the status quo as well as, in the case of ads, to increase demand for diapers by promoting the idea that it is normal for a child to be in diapers at the age of three or four. Images of older children using "Pull-Ups", a term coined by the industry, reinforce the notion that it is acceptable for children not to have learned to go the toilet yet. These campaigns are paid for and presented by the usual corporations such as Pampers,
Huggies and other brands of disposable diapers. In addition, there is a large and growing industry of cloth diapers, patronized by mothers and fathers seeking alternatives to the disposable diaper dilemma, which produces a lot of garbage for our landfills. These parents also want to give their babies natural materials next to their tender skin: unbleached cotton, not tainted with the chemicals and additives found in disposable diapers. All these advertisement campaigns are indirectly supported by health professionals and hospitals who hand out complimentary products and how-to manuals to the parents at the hospital where their babies are born. The BC Health Guide, sent to every household in the province in 2000, suggests that toilet training should start somewhere between 24 and 30 months (p.221). There is a section on how to deal with diaper rash [p. 228].
LaLeche League International, the breast feeding information and support group for mothers has an extensive section on diapering and toilet training in their book "The Art of Breastfeeding". Malaspina University-College Media Studies Media 205 Back to Articles Back to Goddess Unplugged |