Keeping it natural: Does persuasive magazine content have an effect on young women's intentions for birth?

Young, Kate & 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), pp. 447-466.

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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.

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ID Code: 79290
Item Type: Journal Article
Refereed: Yes
Additional Information: Published online 20 Mar 2015.
The embargo on the accepted manuscript version will expire on September 2016
Keywords: celebrities, intention, childbirth, intervention, media, magazines, public health
DOI: 10.1080/03630242.2015.1022690
ISSN: 1541-0331
Divisions: Current > QUT Faculties and Divisions > Faculty of Health
Current > Institutes > Institute of Health and Biomedical Innovation
Current > Schools > School of Public Health & Social Work
Copyright Owner: Copyright 2015 Taylor & Francis Group, LLC
Copyright Statement: The Version of Record of this manuscript has been published and is available in Women and Health, 20 March 2015,
Deposited On: 26 Apr 2015 23:07
Last Modified: 03 Oct 2016 05:01

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