When I first came across this old Japanese magazine tucked away in a drawer, I did a double take.
The cover showed a rural woman breastfeeding her baby outdoors, smiling gently as she gazed at the child in her arms. Her traditional work clothes and the idyllic countryside background suggested a simple life, full of love and duty. But what struck me most wasn’t the style or the colors—it was how unapologetically intimate the image was. In today’s world, this cover would raise eyebrows. On some platforms, it might even be flagged or removed. Yet in its time, this was likely seen as wholesome, patriotic, even ideal.
The magazine is titled “Ie no Hikari” (Light of the Home), a long-running agricultural and family-oriented publication in Japan. This particular issue is from the wartime or early postwar era—likely around the 1940s to 1950s. The caption at the bottom reads something like, “A mother’s wings, raising children in good example.” It’s a reminder that the image isn’t just about parenting—it’s about national ideals.
In wartime and postwar Japan, motherhood wasn’t a private matter—it was a public responsibility.
As the country sought to rebuild after devastation, the government and media worked hand-in-hand to shape the image of the “ideal mother.” She was strong yet gentle, frugal yet generous, and above all, devoted to her children and community. Breastfeeding wasn’t just a personal choice; it was a duty to the nation, a symbol of health and vitality. Women were encouraged to take pride in their role as mothers—not just within the family, but as contributors to national strength.
This particular cover illustrates that ideal. The mother is working-class, perhaps a farmer’s wife. Her hair is wrapped modestly, and her smile is serene. There is no shame in her exposed breast or the act of nursing. Quite the opposite—this image celebrates it. It says, “This is the heart of the home. This is the future of the nation.”
Compare that with today.
Public breastfeeding, even now, remains a taboo subject in many places. Mothers are often told to “cover up,” or even shamed for feeding their babies in public. On social media, images like the one on this magazine cover might be removed for violating content guidelines. Somewhere along the way, something changed—not necessarily in values around motherhood, but in how we police the female body, especially when it’s connected to nurturing rather than seduction.
It’s ironic, really. We live in an age where we say we support women’s choices and empowerment. But would a modern parenting magazine dare to use this cover? Would a woman breastfeeding in public receive this same warm admiration—or a disapproving glance?
The shift speaks volumes about changing norms.
Today, we often view motherhood through the lens of personal fulfillment or lifestyle branding. “Gentle parenting,” Montessori toys, Instagrammable bento lunches—we’ve replaced national duty with personal aesthetics and self-optimization. Of course, that comes with new freedoms. But also new pressures. In some ways, yesterday’s “good mother” was serving the state; today’s may feel like she’s performing for a digital audience.
Looking at this magazine cover, I can’t help but feel both admiration and discomfort. Admiration for a time when motherhood was valued and depicted so naturally. Discomfort at the idea that such depictions were tightly controlled by social expectations—and served a political agenda.
And yet, there’s something timeless about this image.
A mother and child. The bond of care. The quiet dignity of everyday life. Regardless of the era or its politics, those moments of love remain.
I share this image not to romanticize the past, but to reflect on how much our ideas about motherhood, modesty, and media have evolved. Sometimes, looking back reveals not just how far we’ve come—but what we’ve left behind.
What are your thoughts? Would this cover feel radical or comforting to you? Have we truly moved forward—or just in a different direction?
