An Analysis of Social Media Discourse on Fertility Intentions

Emily Woodthorpe, ANU
Edith E. Gray, Australian National University

Increasing indifference towards having children among those of reproductive age is contributing to declining fertility and changing population structures. Understanding the intentions behind individual fertility decisions enhances our knowledge of population fertility trends. Previous theories often viewed the decision to have children through an economic or psychosocial lens, shaping survey and policy design. However, there appears to be additional influencing factors not captured in contemporary surveys. This research aims to identify additional factors that might be impacting fertility intentions through an analysis of social media discourse. With a negative interaction between social media and fertility intentions identified, this study looks to explore if there are any unique, negative fertility intentions being discussed on the social media platform TikTok. The data are captured through the collection of TikToks associated with 3 hashtags: #childfree, #childfreebychoice and #childfreetiktok. Analysis is conducted through observation and coding of themes. The research revealed 9 novel themes within the social media discourse. Most notably: Parenthood is no longer seen as attractive; Increasing concern over the physical consequences of pregnancy and labour; and a lack of urge to have children. The identification of themes in this research could be used to inform subsequent surveys and research directions.

Keywords: Fertility

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