Muutused esmakordselt lapseootel naiste meediakasutuses
The aim of the bachelor’s thesis “Changes in women’s media usage during their first pregnancy“ was to find out how first-time pregnancy changes women’s media usage and how they evaluate the availability of the necessary information and its credibility. The method of research was semi-structured informant-interview. Eleven first-time pregnant women and one who had recently given birth were interviewed. Interviews were conducted by questioning people in real life or via Skype. Transcriptions were analysed using cross-case method of textual analysis. The study revealed that use of media changed more or less among all interviewees. Most respondents began to take an interest in pregnancy, childbirth and childcare issues. Amongst traditional channels women preferred to read magazines. The best channel for interviewees talking about pregnancy was the Internet, especially for its speed, convenience and sufficient information. In addition to media respondents highly evaluated the information obtained from books and friends. When talking about forums, every interviewee had visited pregnancy-related forum at least once while expecting. Forums were important because they forward the experiences of other and women may rely on rapid feedback. Forum’s deficiency, on the other hand, was their low reliability because everyone could post anything in there. In most cases, pregnant women were satisfied with the information provided to them, but the greatest concern was finding official or professional data. Some interviewees also complained about the lack of information targeted to pregnant women in the traditional media, especially in radio and television. Although the respondents considered media as quite reliable source to obtain pregnancy-related information, it appears from interviews that they tend to trust books, doctors, friends and family more than media. Author suggest that there should be at least one channel in traditional media that mediates information to pregnant women at least once a month. It could be a magazine, extra pages in some national newspaper or broadcast on TV or radio. In the Internet there should be a web-page which includes as a reliable forum, variety of references and links to the necessary institutions and laws, also the cooperation with doctors, midwives, lawyers and other proffessionals.
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