Keeping it Natural: Does Persuasive Magazine Content Have an Effect on Young Women’s Intentions for Birth?

Young, Kate and Miller, Yvette D (2015) Keeping it Natural: Does Persuasive Magazine Content Have an Effect on Young Women’s Intentions for Birth?. Women and Health, 55 4: 447-466. doi:10.1080/03630242.2015.1022690


Author Young, Kate
Miller, Yvette D
Title Keeping it Natural: Does Persuasive Magazine Content Have an Effect on Young Women’s Intentions for Birth?
Journal name Women and Health   Check publisher's open access policy
ISSN 1541-0331
0363-0242
Publication date 2015-03-20
Year available 2015
Sub-type Article (original research)
DOI 10.1080/03630242.2015.1022690
Open Access Status
Volume 55
Issue 4
Start page 447
End page 466
Total pages 20
Place of publication Philadelphia, United States
Publisher Routledge
Collection year 2016
Language eng
Abstract Information in the popular media tends to be biased toward promoting the benefits of medicalized birth for low-risk pregnancies. We aimed to assess the effect of communicating the benefits of non-medicalized birth in magazine articles on women’s birth intentions and to identify the mechanisms by which social communication messages affected women’s intentions for birth. A convenience sample of 180 nulliparous Australian women aged 18–35 years were randomly exposed to a magazine article endorsing non-medicalized birth (using either celebrity or non-celebrity endorsement) or organic eating (control) throughout June–July 2011. Magazine articles that endorsed non-medicalized birth targeted perceived risk of birth, expectations for labor and birth, and attitudes toward birth. These variables and intention for birth were assessed by self-report before and after exposure. Exposure to a magazine article that endorsed non-medicalized birth significantly reduced women’s intentions for a medicalized birth, regardless of whether the endorsement was by celebrities or non-celebrities. Changes in perceived risk of birth mediated the effect of magazine article exposure on women’s intentions for a medicalized birth. Persuasive communication that endorses non-medicalized birth could be delivered at the population level and may reduce women’s intentions for a medicalized birth.
Keyword celebrities
childbirth
intention
intervention
magazines
media
public health
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
School of Psychology Publications
 
Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in Thomson Reuters Web of Science Article
Scopus Citation Count Cited 0 times in Scopus Article
Google Scholar Search Google Scholar
Created: Tue, 05 May 2015, 00:36:03 EST by System User on behalf of Scholarly Communication and Digitisation Service