"Forty is the new twenty": An analysis of British media portrayals of older mothers

Objectives: Despite increased risks of infertility and poor outcomes, women in high-income countries are increasingly deferring pregnancy beyond age 35. The underlying causes are incompletely understood. The mass media is recognised as a powerful influence on health-related behaviour; therefore media representations warrant critical examination. Study design: Qualitative thematic analysis of portrayals of pregnancy and birth in women over 35 in UK national newspapers, popular magazines and television programmes Results: Extensive media interest in childbearing and a preponderance of coverage related to celebrities was confirmed. Three main themes were identified; delayed childbearing was portrayed positively, as part of a life plan allowing women have the "best of both worlds". The media did not acknowledge age per se as an obstacle to pregnancy and endorsed reproductive technologies suggesting 'it's never too late'. Images and descriptions of ideal post-pregnancy bodies in women over 35 reinforced the message that "you can regain your beautiful body". Conclusion: Delayed childbearing was represented positively, as it facilitated conformity with dominant ideologies surrounding motherhood. Within these boundaries, the effects of age were disregarded. This study provides evidence of restrictive framing of the issues surrounding delayed childbearing in the UK media which militate against communication of important public health messages. (C) 2014 Elsevier B.V. All rights reserved.