How popular media influences birth choices

Popular women’s magazines can actually affect whether women decide to have a more natural childbirth or not.

Their influence isn’t entirely unbiased, however, with most of the messages skewed towards promoting the benefits of medicalized birth.

baby on the way pregnancy birth

Choices about childbirth

Australian researchers from Monash University and Queensland University of Technology studied how popular media influences women’s choices for childbirth, they specifically aimed to assess the effect of communicating the benefits of more natural birth (e.g. no medical intervention, such as epidurals or cesarean section).

Kate Young, lead researcher from Monash’s School of Public Health and Preventive Medicine, said popular media was biased towards promoting the benefits of medical intervention even in low risk births, despite evidence that it leads to preventable maternal and infant morbidity.

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“We wanted to look at how women’s decisions might be influenced by communicating the alternative benefits of non-medicalized birth,” Young said.

The researchers surveyed women aged 18 to 35 who had never given birth, and gave them magazine articles that promoted the benefits of a non-medicalized birth.

“Women’s expectations and attitudes about birth are shaped by various sources of information long before they become pregnant, with one of the most popular being the media, and in particular, magazines,” Young said.

“We found that women who were exposed to a magazine article endorsing childbirth with no medical intervention were more likely to change their intention towards having a more natural birth.”

>> Early birth without medical indications: Just say no

Ms Young said the findings, published in the journal Women & Health, provided preliminary support for a social communications strategy to offset the current information bias towards a medicalized birth, which could contribute to reducing the rates and dangers of medically-unnecessary intervention for women having babies.

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