Exploring the role of mass media and virtual social networks on couples’ childbearing decisions: an exploratory qualitative study

Previous studies have addressed the role of mass media in shaping couples’ fertility attitudes and behaviors. This qualitative study aimed to explain the role of mass media and virtual social networks on couples’ childbearing decisions. In this exploratory qualitative study, in-depth interviews were conducted with 34 participants, including couples, key informants, and experts in the fields of population and childbearing, who were purposefully selected. Data were collected through semi-structured face-to-face interviews, continuing until data saturation was achieved. Data analysis was performed using MAXQDA software, employing a conventional content analysis approach that involved the provision of analytical codes and the identification of categories. From the data analysis, four main categories emerged: intentional promotion of reproductive behaviors, indirect dissemination of low-fertility-oriented values and transnational cultures, empowering mothers, and completing family leisure and entertainment opportunities. Mass media directly or indirectly influences couples’ reproductive behaviors and may have short-term and long-term effects on their childbearing decisions. Mass media in the social and cultural context of Iran can influence couples’ fertility decisions. Managing reproductive behaviors in families and society requires attention to couples’ exposure to mass media and virtual networks and the mechanisms of their impact on childbearing. Policymakers in Iran need to pay attention to the role of the media in designing interventions that affect couples’ reproductive behavior.