9th Conference European Sociological Association

RN07 Sociology of Culture

2009-09-05 11:00:00 2009-09-05 12:30:00 Saturday, 5 September 11:00 - 12:30 Reality Constructions in the Public Sphere Building II, C4.07

Media and reproductive health. How Italian media establish the social reality of the infertility and its social meanings

The aim of this speech is to present the results of a research conducted by LaRiCA ? Reaserch Lab. Of Advanced Communication ? Faculty of Sociology, University of Urbino ? about the reproductive health in Italy.
A first part of the research concerns the content analysis of a sample of media mainstream ? more precisely a sample of the most diffused italian newspapers ? about the main themes of the health and reproductive desease. The analysis presented has been conducted by the application of a coding sheet based on the typical selectors used by media to create its news. Our questions are: what does media communication say about our topic? And how? In other words the main hypotesis of the research is that the social reality of the reproductive health is said by media. On this base we can observe the social construction of the meanings of a problem that an increasing number of individuals, couples and families in Italy have to face at the present and, over all, in the future.
In order to compare the semantics of the reproductive health the second part focuses on the grassroot communication. Thanks to a qualitative focus on a number of web communities it is possible to observe how networked people generate spontaneus contents about the experience of the infertility. In this way we can analyse the meanings emerging outside the media mainstream. Towards, as we try to show, a new semantics of the reproductive health.
Session: 6. Culture and Power