UPDATE: 98.9 Magic FM compares breast-feeding to incest, sparks protest


Update: Our editorial art director Tanya Shaw Jeffrey, a breast-feeding advocate herself, stopped by the nurse-in this morning. She says there were 68 people protesting at the time, joined by roughly 40 children and three news crews.

  • Tanya Shaw Jeffrey
Co-organizer Gabrielle Archuleta. - TANYA SHAW JEFFREY
  • Tanya Shaw Jeffrey
  • Co-organizer Gabrielle Archuleta.
Husband Jerry Archuleta. - TANYA SHAW JEFFREY
  • Tanya Shaw Jeffrey
  • Husband Jerry Archuleta.

Update, Thursday, June 4, 11:46 a.m.: Looks like the station is having some fun with the whole thing, which is delighting some and inflaming the rest.

A statement posted an hour ago, signed "Nikki," says: "We welcome the opportunity to meet listeners at the 'Nurse-In' tomorrow. Our property management reminds us, our Nurse-In must be held on public property. We look forward to seeing you tomorrow."

Magic also offered this explanation of how it all started:

——— Original post: Wednesday, June 3, 5:31 p.m. ———
  • Shutterstock

Apparently, radio morning shows are still a thing, as one deejay for Atlanta-based Cumulus Media station 98.9 Magic FM has incited a furious blowback from breast-feeding listeners after he suggested feeding your baby in such a fashion is akin to incest.

(We didn't actually hear this morning's segment and are reconstructing it from social media. We've left a message with operations manager Bobby Irwin for more and will update this post if we hear back.)

The comments by Derreck Rusch, who goes by the name "D-Rock," apparently came as part of a request for female listeners to post pictures on the radio station's Facebook page of a Coke can between their breasts — but not if they're breast feeding.

The whole thing seems a bold move — Is "bold" the right word? — and one that went about as you would expect.

"I'm sorry but how are you going to ask women to sexualize their breasts on your page but you can't even handle the reality of what breast are really for," wrote Facebook user Gabrielle Archuleta. "You are a pathetic group of people and what you said was not only offensive but totally untrue."

From Jenni Howard: "Really not sure if I want to listen to your station anymore. I can't believe how disrespectful you're being about women breast feeding in public."

"You guys are idiots," summed up Julia Hart.

Now — because there's nothing a morning show hates like publicity (we're sorry) — a "nurse-in" is scheduled for 9 a.m. this Friday at the station. The event has already drawn 78 participants, and was shared by the station on its Facebook page, near a picture of Caitlyn Jenner's Vanity Fair cover that features comments from the station's branded page about how Bruce Jenner will always be Bruce Jenner, and that "everyone has their appointed time with God on their own."

Anyway, the protest: "Let's show the people at the station what breastfeeding is REALLY about!" writes the organizer. "Come join us in normalizing breastfeeding at 9:00 AM at the station THIS Friday! Let's make this huge, COS!! ♥"

Here's a taste of the social outrage:



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