Exploring the social representations of breastfeeding among mothers and grandmothers in Uruguay using word association

The findings highlight intergenerational continuity in the emotional anchoring of breastfeeding but reveal differences in knowledge and cognitive engagement, particularly concerning exclusive breastfeeding. While mothers integrate biomedical and experiential dimensions, grandmothers rely more on traditional values. These results underscore the need for generationally tailored communication strategies that acknowledge emotional and practical experiences and actively involve grandmothers in breastfeeding promotion efforts to strengthen intergenerational support for optimal breastfeeding practices.