Dominant discourses on breastfeeding as the optimal feeding method for infants and a way for mother and child to develop a strong bond are widely promoted and the message of ‘breast is best’ has been internalized by mothers around the world. Breastfeeding rates in Iceland and the other Nordic countries are among the highest in the world and the cultural and societal expectations for women to successfully breastfeed are therefore very high, as breastfeeding represents a strong moral and social norm. Iceland is considered a model for gender equality and feminism and this article thus examines the experiences of women who have struggled with breastfeeding, in a context which strongly promotes both breastfeeding and gender equality. By analysing the narratives of 77 Icelandic women, this article extends theorizing about rhetorical agency and resistance by demonstrating how they oppose and challenge dominant discourses on breastfeeding and good mothering and what counter-discourses they draw upon in order to make sense of their experiences. The findings indicate that feminism and feminist rhetoric have been unsuccessful in addressing and providing women with counter-discourses that challenge the highly gendered and oppressive elements of infant feeding and its link to idealized versions of motherhood.

Iceland enjoys a reputation as one of the most gender equal countries in the world. It has also received much attention for an innovative approach to parental leave where fathers have three months of non-transferable leave, thereby encouraging active involvement of fathers in the caretaking of their children. This article focuses on the discrepancy between on the one hand the goals of the state of drawing men, particularly fathers, into traditional female dominated areas such as caregiving of infants and young children and on the other hand a discourse that equates motherhood with parenthood and promotes the ideology of intensive mothering.

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The World Health Organization recommends exclusive breastfeeding for the first six months of life, with continued breastfeeding up to two years of age or beyond. This policy has been adopted by the Nordic countries, including Iceland, where there has been an upward trend towards higher breastfeeding rates and duration. The high breastfeeding rates in Iceland indicate that the idea that all women should breastfeed is culturally very strong. Exclusive breastfeeding is constructed as a pillar of successful bonding and absolutely paramount when it comes to promoting the close primary relationship between mother and child. Previous research on breastfeeding from a socio-cultural point of view remains very much rooted in an Anglo-American context and has mostly been conducted in countries where breastfeeding rates remain relatively low and the cultural context of breastfeeding similar. This paper addresses that particular knowledge gap by making visible the identity work that Icelandic mothers perform in order to be able to construct themselves as “good” responsible mothers and how dominant biomedical discourses on infant feeding and ‘good mothering’ discursively position women as powerless and unable to make decisions on breastfeeding cessation. The reaction that they experience from their immediate surroundings indicates that their ‘failures’ in breastfeeding can rarely be constructed as anything other than a personal shortcoming. Whilst the surveillance that they come to expect from other mothers and the general public results in them having to account for their ‘lack’ of breastfeeding in order to avert the hostile gaze of others.

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