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[ecrea] PhD Studentship - The Representation of Childbirth & Early Labour: A Multi-Modal Analysis of Media Discourses
Fri Mar 10 11:44:28 GMT 2017
We are looking for a PhD candidate who is passionate about media or
midwifery and willing to learn about the other. Cultural perceptions and
societal attitudes are known to influence women’s decisions about when
to enter hospital in labour. The media plays a vital role in
contextualizing and re-contextualizing important discourses of the day
to its various audiences. Its role is to integrate the audience (members
of society) into certain agreed norms, and to continually reinforce
these. Media has a social responsibility to report and reflect on social
issues in a responsible and ethical manner, yet such a responsibility
has not been explored in relation to birth. This PhD studentship will
advance our understanding of the relationship between the media, culture
and health-related behaviour and develop a media intervention, which
will be built around an educational resource for media professionals.
This is a fully-funded PhD studentship which includes a stipend of
£14,000 each year to support your living costs. Deadline May 10, 2017.
Next start date:
Bournemouth University, Talbot Campus
Preferably a 1st class honours degree and/or a relevant Master's degree
with distinction or equivalent Grade Point Average. If English is not
your first language you'll need IELTS 6.5 (Academic) or above. For more
information check out our full entry requirements.
The media plays a vital role in contextualizing and re-contextualizing
important discourses of the day to its various audiences. Its role is to
integrate the audience (members of society) into certain agreed norms,
and to continually reinforce these. Media has a social responsibility to
report and reflect on social issues in a responsible and ethical manner,
yet cultural perceptions and societal attitudes have been shown to
influence women’s decisions about when to enter hospital in labour.
Nearly 45% of pregnant women are admitted to UK hospitals in early
labour each year. Of those, 54% receive medical interventions in the
form of electronic monitoring, epidurals and caesareans, costing the NHS
nearly half a billion pounds p/a (NHS 2013). The media is increasingly
important as most women will only witness birth through the ‘eye of a
television camera’ but reportedly take their cues on when to enter
hospital based on what they have seen on television (Luce et al., 2016).
This supervisory team’s recent systematic review, the third most
accessed & downloaded article for BMC Pregnancy and Childbirth in 2016,
found that unrealistic media representations have the potential to
influence women’s behaviour around birth.
Building on the experience of a successful media tool for suicide (Luce,
2016), the studentship will develop and validate an innovative, societal
intervention to address the problem of admission in early labour. The
media-based intervention will be theoretically informed and developed
Discourse Analysis—of newspapers and television programmes to
determine the common discourses around childbirth and early labour in
Focus groups with women and families - to determine how media
representations of labour and birth are interpreted.
Interview engagement with media producers - to determine whether
the media can be harnessed to correct misinformation and change the
discourse around labour and birth.
Stakeholder workshop – to validate the tools for the media
The studentship will advance our understanding of the relationship
between the media, culture and health-related behaviour and develop a
media intervention, which will be built around an educational resource
for media professionals. Changing behaviour requires a complex
intervention, thus this resource will be tested via a stakeholder
workshop, towards the end of the studentship. The specifics of the
intervention will be determined by the findings of the qualitative work,
but it is expected that professional guidelines would be created in an
effort to change the way that birth is represented in popular television
programmes. It has been suggested that the media play a significant role
in influencing health-seeking behaviour in childbirth; the aim of this
research is to help media portray childbirth in a more responsible and
ethical manner. The supervisory team has experience of developing a
similar resource for media professionals in relation to Media Reporting
of Suicide (WHO, 2008, 2017) and Blogging Guidelines for Suicide, both
of which have proved successful (IASP and SAVE, 2017).
View the full project description here:
The closing date for applications is 10 May 2017.
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