Such is the sentiment driving what some are calling "lactivism" -- a philosophy and movement that promotes in varying degrees a common belief and goal: the importance of breast-feeding, and the right to nurse anywhere women otherwise are authorized to be.

"I don't understand why they think it's the breast-feeder's responsibility to ease their discomfort," says Sandy Piderit, Ph.D., co-founder of the Northeast Ohio Breastfeeding Education and Advocacy Network and assistant professor of organizational behavior at Case Western Reserve University in Cleveland.

"If you don't like watching a woman breast-feed, then move," Piderit says.

Ohio is one of a handful of states that recently passed legislation guaranteeing public breast-feeding rights. Pennsylvania lawmakers are considering a similar proposal.

Andy Steiner -- author of "Spilled Milk: Breastfeeding Adventures and Advice from Less-Than-Perfect Moms," which will be published later this month -- says that no mothers intend to re-enact Janet Jackson's so-called wardrobe malfunction last year, when her nipple became exposed during a Super Bowl halftime show. Breast-feeding changes the context of the situation, she says.

"The sexual image makes people uncomfortable, but it's not the most sexy image of a breast that you've ever seen," says Steiner, 37, of St. Paul, Minn. She has two daughters -- Astrid, 5, and Iris, 15 months -- whom she discreetly breast-fed in public, usually unbeknownst to others.

"There's nothing to be ashamed of," she says.

Many medical professionals and women who breast-feed swear by the practice, saying it offers the best nourishment and nurturing for infants and it honors human biological design. The American Academy of Pediatrics recommends that mothers exclusively breast-feed their babies for the first six months, and continue with at least some nursing through the first year.

Unless mothers with hungry newborns become hermits, advocates say, what else can they do but breast-feed outside the home?

"We're talking about feeding our babies ... we're talking about the best meal you can give them in the first months of their lives," says Dawn Ferrell, owner of Avery Baby Care in Pine. She carries supplies such as breast pumps, baby slings and nursing bras.

"It shouldn't be something that's frowned upon," she says. "Half the time, you don't even know if a woman is nursing. They're covering up and trying to be as discreet as possible."

Many products are available to help women discreetly nurse, including nursing apparel -- such as dresses and shirts with flaps that hide the breast and baby's head -- and simple towels and blankets.

"You just need to get the baby close enough to you," says Anna Heh, a certified lactation consultant with Magee Women's Hospital in Oakland. "Once they're on, their head usually obscures any view of your breast that might be showing."

Heh, 55, of Pleasant Hills, says she would receive compliments from women and men when she nursed her four children -- now grown -- in public. Meanwhile, Heh's father-in-law had no idea when she was breastfeeding in front of him.

If a woman is feeling self-conscious about trying to breast-feed in public for the first time, she should practice first in front of a mirror, so she can see what others will see and make any adjustments, Heh says.

Rhonda Olshanski -- who nursed her 21-month-old daughter, Manya, and is now pregnant -- nurses discreetly in public. She says baby formula pales in comparison to the benefits of breast milk. Yet Olshanski, of North Huntingdon, always uses a cover or nursing shirt, and says others should do the same.

"You should try to be respectful of other people's feelings," says Olshanski, 31. "While I think that you absolutely have the right to breast-feed in public, you also have a responsibility to make sure it isn't really in-your-face."

Many women, such as Susan Hodil, of Hampton, choose not to breast-feed in public because they feel the practice -- though not shameful -- is private. Hodil, 34, breast-fed all three of her children -- Harry, 7, Emma, 5, and Olivia, who is 8 months old and being weaned. Hodil breast-fed them, though, either at home or in a private location outside the home, and says she thought people felt uncomfortable with watching nursing in public.

"I don't think it's wrong ... but there needs to be common sense used," Hodil says. "Most people make an effort to go someplace private. You can't make people uncomfortable for the sake of your convenience."

Some people who oppose public breast-feeding say women need not feel so inconvenienced: Why not bring a bottle, either with pumped breast milk or formula, on outings? Why not excuse yourself to go someplace private, like a car or the bathroom?

Public breast-feeding proponents say the situation is not that simple.

"Bathrooms aren't the cleanest place in the world," Ferrell says. "Would you want to eat in the bathroom?"

Many babies also do not adjust well to bottle-feeding, making it difficult to substitute, says Debra Gilbert Rosenberg, 53. She is the author of "Motherhood Without Guilt" and "The New Mom's Companion," and a licensed clinical social worker in Oak Park, Ill. "If you're going to feed an infant, it's not always convenient to be at home, and it's inconvenient to find a secluded, private place."

Still, women should not judge each other, she says. Many mothers take an evangelical approach in their beliefs, and frown upon women who don't breast-feed all the time. Many women, for a variety of reasons, need to use bottles and formula exclusively.

"I think it's important to breast-feed if you can, but if you can't, you can't," Rosenberg says.

Joanne Gilbert, Ph.D. -- professor of communications and co-director of women's studies at Alma College in Alma, Mich. -- agrees.

"It's unfortunate when women pressure other women to conform to anyone's standards," Gilbert says. "That's so counterproductive to the whole concept of feminism, sisterhood and supporting each other."

Award recognizes businesses that cater to nursing moms

One of the reasons women breast-feed in public is the lack of appropriate places to nurse outside the home, says Oak Park, Ill., author Debra Gilbert Rosenberg. Yet many businesses -- aware of the needs of female patrons and employees -- are providing designated areas for convenient breast-feeding and pumping, with only fellow moms as company.

"Moms are very grateful to have a place to go," Rosenberg says.

A Squirrel Hill synagogue, Shaare Torah Congregation, this month received the 10th Annual Breastfeeding Friendly Place Award from the Allegheny County Health Department. The agency recognizes businesses and other places that make an extra effort to accommodate breast-feeding mothers, spokesman Dave Zazac says.

The synagogue's "Mommy and Me" room, which opened about a year and a half ago, is the result of efforts by the many congregation members who are nursing mothers and their husbands, says Linda Pasternak, office manager. The carpeted room is about the size of a small classroom and includes a couch, chair, refrigerator and changing table.

"It's important for the women to feel there's someplace they can go and be comfortable," Pasternak says. "This is someplace that the women can go and be private and talk among themselves."

-- Kellie B. Gormly