Originality/value – This chapter highlights the importance of consumer demand for how maternity services are portrayed and identifies key tensions between an idealized image of birth and the rational, bureaucratic demands of modern medical institutions.
Rutherford, M. and Gallo-Cruz, S. (2008), "Selling the ideal birth: Rationalization and re-enchantment in the marketing of maternity care", Chambré, S.M. and Goldner, M. (Ed.) Patients, Consumers and Civil Society (Advances in Medical Sociology, Vol. 10), Emerald Group Publishing Limited, Bingley, pp. 75-98. https://doi.org/10.1016/S1057-6290(08)10005-5Download as .RIS
Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited