Stress, Coping, and Quality of Life due to Media Representations of In Vitro Fertilisation (IVF) and Ayurveda, an Indian knowledge system-based approach for the treatment of infertility.

Introduction: Infertility is a global issue which is affecting millions of couples, but in India, it carries an additional social and emotional weight due to the cultural centrality of parenthood. The inability to conceive often results in stigma, emotional distress, and familial pressure. Assisted Reproductive Technologies (ART), especially In Vitro Fertilisation (IVF), provide hope but also introduce financial, physical, and psychological challenges. Meanwhile, the Indian Knowledge System (IKS)-encompassing Ayurveda, Yoga and Siddha offers complementary, holistic approaches to reproductive health. Objectives: This review explores how media representations of IVF and IKS-based healing impact patient perceptions, psychological well-being, and treatment decisions. It investigates how these portrayals contribute to public disclosure and influence the acceptance or marginalisation of traditional practices in reproductive healthcare. Methods: A thematic analysis was conducted using secondary literature, including media content, health narratives, and academics sources. Theoretical frameworks like Media Framing Theory, the Health Belief Model (HBM), Stress and Coping Theory, and Cultural Relativism were applied to examine the intersection of media, medicine, and culture. Results: Findings reveal that IVF is often framed in the media as a medical miracle or emotional journey, while IKS is largely underrepresented. The imbalance affects patients’ health beliefs, coping strategies, and openness toward integrative care. Media narratives often lack cultural sensitivity and exclude the holistic dimension that traditional systems offer. Conclusions: There is a critical need for balanced, culturally sensitive media coverage that validates both modern and traditional approaches to fertility care. Promoting awareness, responsible journalism, and evidence-based integration of IKS can help in enhance patient quality of life and support informed decision-making. DOI: https://doi.org/10.52783/jchr.v15.4.9051