The Discussion section is where you contextualize, explain, and give purpose to your findings/results. It is here that you tell readers why the signs/signifiers/discourses/themes/frames (etc.) matter. To begin structuring your Discussion, start with a bulleted list of your findings/results. So if your first finding was “breastfeeding is depicted as a private activity,” then your first discussion point should analyze why breastfeeding was depicted as a private activity and why, bringing in existing literature to support your findings and the implications. Every theme and point should have an explanation.
Once you’ve outlined your discussion points, write up the section in essay form, again, relating your analysis to the secondary literature on your topic. Do not introduce new ideas in this section. Rather, use the existing research to expand upon and explain your findings.