Abstract
More pregnant women turn to reality-based television programs and the Internet than to prenatal classes. Scant research examines the portrayal of childbirth in these new media. Although its impact is unknown, we do know that up to 20% of pregnant women fear giving birth; consequences include avoiding pregnancy, termination, depression, and increased maternal morbidity. Overall internet content tended to be contradictory but largely reflected two categories: natural and mainstream, with two different portrayals of childbirth. Natural sources focused on eliminating fear, discrediting hospital births, and promoting ‘alternative’ options such as homebirth and midwifery. Mainstream sources reinforced fears, discredited home births, reported statistics from studies, and employed misinformation. Popular Internet sources tended to have the goal of educating whereas media uncovered in the purposive searches tended towards entertainment goals. Conflicting and misinformation from the Internet may entrench rather than assuage fears. Women may become confused and develop a heavily biased representation of birth. This could strongly impact a woman’s approach to and experience of birth.
Highlights
Overall internet content tended to be contradictory but largely reflected two categories: natural and mainstream, with two different portrayals of childbirth
Popular Internet sources tended to have the goal of educating whereas media uncovered in the purposive searches tended towards entertainment goals
Media analysis shows pregnancy and childbirth are often portrayed as risky (Seale, 2002)
Summary
Competition is divided between natural birth and mainstream, video and text, as well as magazines and other texts. Competition for consumers has resulted in an invisible battle between hosts. Authors resort to strategies such as citing academic journals, credible or not, and referring to media misrepresentation to gain an edge over competitors. The effect of this background battle on consumers is little known. Comments related to videos suggest women are misinformed and scared about childbirth as was seen regarding the safety of homebirth. More research is needed to determine the effects of the internet on women’s perceptions of childbirth
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