Young Kate, Miller Yvette D
a Jean Hailes Research Unit, School of Public Health and Preventive Medicine , Monash University , Melbourne , Victoria , Australia.
Women Health. 2015;55(4):447-66. doi: 10.1080/03630242.2015.1022690. Epub 2015 Mar 20.
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.
大众媒体中的信息往往倾向于宣传医疗化分娩对低风险妊娠的益处。我们旨在评估在杂志文章中传达非医疗化分娩的益处对女性分娩意愿的影响，并确定社会传播信息影响女性分娩意愿的机制。2011年6月至7月期间，对180名年龄在18 - 35岁的未生育澳大利亚女性进行便利抽样，她们被随机接触一篇支持非医疗化分娩的杂志文章（使用名人或非名人推荐）或有机饮食相关文章（对照组）。支持非医疗化分娩的杂志文章针对的是分娩的感知风险、对分娩的期望以及对分娩的态度。在接触前后通过自我报告对这些变量和分娩意愿进行评估。接触支持非医疗化分娩的杂志文章显著降低了女性选择医疗化分娩的意愿，无论推荐是由名人还是非名人做出。分娩感知风险的变化介导了杂志文章接触对女性医疗化分娩意愿的影响。支持非医疗化分娩的说服性传播可以在人群层面进行，并且可能降低女性选择医疗化分娩的意愿。
