Online Media Representations of Fertility in Nigeria and Its Influence on Couples’ Reproductive Decisions

Toyin Onayinka, Federal University Oye-Ekiti
Olubunmi Ayanwoye, Federal University Oye, Oye-Ekiti
Mustapha Rufai, Federal University Oye, Oye-Ekiti
Oluwakemi Onipede, Federal University Oye, Oye-Ekiti
Femi Odunewu, Federal University Oye, Oye-Ekiti

This study focuses on how online media affects attitudes and creates social norms that influence couples’ fertility decision-making process in Nigeria. The ubiquitous nature of digital platforms has enabled diverse narratives on fertility, thereby modifying dominant narratives on reproductive decisions. The modification of dominant narratives may significantly impact how couples perceive and make decisions regarding their reproductive health, potentially affecting health policies and management. Building on previous research highlighting the role of media in shaping reproductive health choices, it investigates the complex interplay of cultural context, media literacy, and personal beliefs in mediating the influence of online media on fertility decision-making. It combines quantitative and qualitative methods to examine media influences on couples’ fertility decision-making processes while selecting the region with the highest internet subscriptions as the population of focus. The study contributes to the literature on the interplay between online media framing, individual learning, and adoptive behaviour, and attitudes, subjective norms, and perceived behavioural control and influence on fertility-related decision-making process.. The findings will contribute to effective media strategies to enhance informed decision-making, improve reproductive health outcomes, and guide healthcare policies and practices.

Keywords: Fertility, Family Planning and Contraception, Sexual and Reproductive Health and Rights, Families, Unions and Households

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