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Objective: to analyze the discourse of pregnant women and health professionals about the guidelines to promote breastfeeding provided during prenatal care in the primary health care network. Method: qualitative, exploratory-descriptive research. Data were collection from March to July 2015 through semi-structured interviews with eleven pregnant women and eight health professionals from the city of Florianópolis – Santa Catarina. The data were analyzed based on the Discourse of the Collective Subject. Results: The analysis of the data gave rise to three collective discourses: Promotion of breastfeeding in prenatal care, guidelines on breastfeeding only in the puerperium, and other sources of information on breastfeeding. Among the guidelines provided during prenatal care are those related to breastfeeding, the advantages of breastfeeding and the importance of exclusive breastfeeding until the sixth month of life. Conclusion: The absence of guidelines on management of breastfeeding was noticeable. The pregnant women said they used digital media and support networks to search for Information. Strategies with active methodologies and use of social networks during prenatal care are needed to promote breastfeeding, ensure maternal safety, and increase prevalence rates for breastfeeding in the municipality.

PROMOTION OF BREASTFEEDING IN PRENATAL CARE: THE DISCOURSE OF PREGNANT WOMEN AND HEALTH PROFESSIONALS