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Purpose – This chapter examines medical consumerism and the changing relations between patients as consumers and the medical system across two women's health contexts, breast cancer and infertility.

Methodology/approach – The analysis draws on two qualitative studies: The first explores the experiences of 60 breast cancer survivors through in-depth interviews and participant observation (Sulik, 2005), and the second uses in-depth interviews to analyze 18 women's experiences with infertility (Eich-Krohm, 2000).

Findings – The medical consumer is an individualized role that shifts attention away from the quality problem in health care and toward the quality of the person as a medical consumer who is characterized to be optimistic, proactive, rational, responsible, and informed.

Research limitations/implications – As medicine has become a form of mass consumption, the category of medical consumer has elevated the individual in medical decision-making. The shift from patient to medical consumer is an ongoing process that is grounded in a tension between medical control and individual agency, and is exacerbated by the intensity and incomprehensibility of modern medicine.

Practical implications – The proliferation of medical information and personal illness narratives through the Internet, advice books, and self-help groups have advanced lay knowledge about preventive medicine and medical treatment while simultaneously introducing new fears and anxiety about the multitude of options and outcomes.

Originality/value of chapter – This study contributes to our knowledge on medical consumerism and its impact on illness experience and the synthesis of lay and professional knowledge.

The aim of this study is to investigate the gender inequalities in perceived stress and the influencing factors in infertile couples in Iranian society.

This cross-sectional study was conducted on infertile couples who were referring to Kurdistan Infertility Diagnosis and Treatment Medical Center in 2019. Demographic and clinical information questionnaire, Newton's Infertility perceived stress questionnaire, Rosenberg's standard self-confidence questionnaire and the multidimensional scale of social support were used. Multiple linear logistic models were also used.

A total of 560 couples (1,120 people) participated in the study. The average perceived infertility-related stress, self-esteem scores and social support and social-emotional loneliness were 173.95 ± 41.87, 13.99 ± 2.29 and 27.81 ± 7.33, respectively, which were significantly different scores across infertility cause and sex (P < 0.05). Males compared to females had lower perceived infertility-related stress (169.93 ± 42.51 vs 177.97 ± 40.86, P = 0.001) and self-esteem scores (14.33 ± 2.29 vs 13.66 ± 2.24, P < 0.001) and social support and social-emotional loneliness (32.92 ± 9.31 vs 30.94 ± 9.04, P < 0.001). The partners who reported themselves as infertile, compared significantly higher in perceived infertility-related stress than those who reported their spouse being infertile (194.24 ± 35.33 vs 141.90 ± 39.28), lower self-esteem scores (12.77 ± 2.21 vs 13.94 ± 1.56) and social support and social-emotional loneliness score (27.81 ± 7.33 vs 30.11 ± 7.70). Also, after taking potential confounders into account with increase in each score of self-esteem, 12.19 units of stress decreases (P < 0.001, 95% CI: 11.40–12.99) and with increase in each score of social support and social-emotional loneliness, 3.45 units of stress decreases (P < 0.001, 95% CI: 3.28–3.63).

There is perceived stress among infertile couples, and this rate is higher among infertile people and women. Therefore, it seems that specific intervention programs for infertile couples should be implemented based on the results of this study, and their stress levels in a way that self-esteem and support for both partners be increased and the perceived stress among women and infertile individuals be decreased.

Examining infertility through the prism of gender allows a more refined understanding of what infertility does to persons. Draw on the research conducted in a public centre for assisted reproduction in Italy, this chapter will show how the diagnosis of infertility fits into a medical description which is differentiated according to gender. By analyzing the way in which infertility is described and constructed in the course of consultations, we will see how infertility is understood both as a modality of relationship and action and as a property of persons.

This paper analyzes how an infertile body is shaped by social discourses and reproductive technologies. Reproductive governances are articulated in this context by ideas and social values regarding family and motherhood, the binomial of infertility-TRA, legislation and norms and health professionals' practices. In addition, it shows how diverse infertile bodies experience (and withstand) these reproductive governances. Various sources have been consulted, including newspapers, biographical books, bibliographic sources from specialized literature and interviews carried out by the author.

Coping and communication strategies affect how one perceives potentially stressful life events, such as infertility. Cognitive behavioral interventions (CBI) can reduce the distress related to undergoing in vitro fertilization (IVF). The purpose of this paper is to examine the effect of CBI on the coping and communication skills as well as perceived stress and depressive symptoms of women undergoing IVF treatment. The authors also explored the relationship between coping strategies and pregnancy rates.

The authors conducted a randomized controlled trial of CBI in 50 women undergoing IVF (NCT00685282).

The authors found that CBI was associated with reductions in active-confrontive coping among over 50 percent of participants, which was also found to be positively related to depressive symptoms. Furthermore, high meaning-based coping at baseline and high-avoidant coping at the end of IVF treatment were associated with increased pregnancy rates.

CBI can be helpful in reducing the perceived stress of women undergoing IVF; however, the adaptiveness of individual coping skills and communication skills vary. Since different coping strategies seem to be of benefit at different time points, further studies might benefit from the examination of engaging in context-dependent coping strategies.

Integrating mental health care on infertility units may assist in reducing the stress and thus quality of care in women undergoing IVF. Mental health care can be tailored to meet the individual needs of infertility patients based on their preferred coping strategies and communication style. Further research is needed to examine the cost benefit of reducing perceived stress in fertility patients.

Infertility is a social and medical problem that has vast implications on the mental health of individuals. Providing support along with practical tools for stress reduction and improved coping and communication can result in reduced stress and improved coping.

This paper examined the effect of a cognitive behavioral intervention on the coping strategies and communication skills of women undergoing IVF and can contribute to our understanding of the value of integrating mental health and medical care.

Given the growth in use of Preimplantation Genetic Diagnosis (PGD) in reproductive medicine, most fertility clinics have developed websites describing the benefits of PGD. This chapter examines the media frames employed on 372 U.S. fertility clinic websites marketing PGD to consumers and how these frames promote biomedicalization.

Evaluation of website discourse was conducted with the use of frame analysis, a research methodology for examining the way media frames bind together claims, judgments, and value statements into a narrative that guides readers’ interpretation of an issue.

Findings show that website discourse frames PGD in terms of the attainment of reproductive normality, the management of reproductive risk, and the achievement of technological progress. These discursive frames contribute to the ongoing biomedicalization of reproduction by re-naturalizing conception as a choice rather than a natural fact, by promoting preoccupation with biomedical risk, and by affirming new forms of technological power and expertise.

Examination reveals the ways in which PGD has developed its own system of representations, notions of exchange, and epistemic forms, and highlights the important ethical issues leveraged on fertility clinic websites marketing PGD.

As one of the first attempts to systematically analyze media frames that depict PGD on fertility clinic websites, this study contributes to medical sociology by advancing theoretical and empirical understanding of the media processes shaping accounts of reproductive technologies. Findings also provide a foundation for further analysis of the social norms and bioethical standards arising from consumer marketing of reproductive technologies.

For the millions of women living with endometriosis, significant disruption to normative life expectations and a considerable impact on everyday life are common. Whilst for many women concerns about and experiences of infertility may be a central feature of life with the condition, little work has considered the impact that chronic illness has on reproductive decision-making or on the ways in which a medical condition is managed in relation to plans for conception. This chapter considers how heterosexual women with endometriosis and their male partners experience the intersection of fertility desires with the use of reproductive technologies (contraceptive and conceptive) and how these experiences intersect with the medical and surgical management of endometriosis. Three themes drawn from interview data are presented: the first considers how the uncertain and indeterminate character of endometriosis shapes imaginaries about future fertility, conception and childbearing. The second focuses on how endometriosis mediates expectations about the success of fertility treatments and technologies; exploring in particular the manifestation of low expectations in relation to possible success. The third theme considers how endometriosis and fertility pathways intersect, creating specific disruptions whereby fertility treatment may be delayed by endometriosis care, and where endometriosis care may be interrupted or paused by fertility desires. Our data show how endometriosis shapes reproductive desires, decision-making and experiences and has important implications for understanding how for those living with a chronic illness, plans for having children are made within a context of biographical and biomedical contingency.

This study was conducted to analyze the correlation between gender perception and infertility distress of infertile women.

This was a descriptive-analytical study conducted with 255 women receiving treatment in the in vitro fertilization unit of a medical faculty hospital in Turkey. Study data were collected using sociodemographic questions as well as the Perception of Gender Scale (PGS) and the Infertility Distress Scale (IDS).

It was found that the PGS mean score was 69.65 and the IDS mean score was 53.1. It was determined that there was a negative, moderate and significant correlation between gender perception and infertility distress levels of women in the infertility treatment process (r = −0.263, p < 0.001).

As a result of the study, a negative, moderate, significant correlation was detected between gender perception and infertility distress.