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Title: The study of social egg freezing applying theories of framing and social domains: from the communicative treatment to the perception
Author: Mohammadi, Leila
Director: Aranda Juárez, Daniel
Martínez Martínez, Sílvia
Keywords: social egg freezing
fertility clincs
communication strategy
user perceptions
Issue Date: 16-Sep-2019
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The overall objective of this study is twofold. It aims to explore the communication strategies fertility clinics use on their websites to offer egg-freezing treatments for social reasons, and to understand women's perception and experience of this phenomenon using theories of framing and social domain. In line with this theoretical framework, the study used a mixed methods approach: questionnaires, responded to by 442 women ¿ including 23 users of egg-freezing technology, and semi-structured interviews with 18 users, with subsequent content and discourse analysis. The results showed a markedly marketing-centred pattern on fertility clinic websites, where the information was aimed more at promoting egg freezing than informing. Social egg-freezing technology was understood by the participants as insurance for their future fertility, and they associated the right moment to try to conceive with being socially and emotionally prepared. Using theories of framing and social domain, as well as concepts of neoliberalism and consumerism, this study demonstrates how women's perception of social egg-freezing technology is influenced by sociological factors as well as individual experiences involving partner and family, their job situation or the workplace.
Language: English
Appears in Collections:Doctoral Thesis

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