Screens and society: how media narratives influence fertility and reshape childbearing choices; a systematic review

Declining fertility rates pose a significant challenge to global demographic stability. Factors such as shifting societal norms, economic constraints, and women’s empowerment intersect with media influence to shape reproductive behaviors. This systematic review examines the multifaceted role of media including television, radio, social networks, and online platforms in affecting fertility intentions, contraceptive use, and childbearing decisions. Following PRISMA guidelines, a comprehensive search was conducted across PubMed, Scopus, Web of Science, and Google Scholar until 4 May 2025. Keywords related to fertility, media, and reproductive behaviors were used. Eligible studies included quantitative/qualitative designs in English, while reviews, RCT, case studies, and non-population-based research were excluded. Two authors independently screened titles, abstracts, and full texts, with a third resolving discrepancies. The methodological quality of the studies was evaluated using the AXIS and JBI checklists, with 64.3% classified as high quality and 32.2% as moderate. Out of 1,990 initial records, 27 studies from various countries were analyzed. The results of the study indicated that exposure to mass media was positively associated with the adoption of modern contraceptives. Additionally, media plays a dual role in influencing fertility intentions, family planning use, knowledge and attitude, antenatal care utilization, and childbearing and maternal health decisions, depending on the content, context, and social norms. Key findings reveal that media consistently promotes contraceptive use. Media’s impact on fertility intentions are context-dependent. Geographical and cultural nuances are critical, as media’s impact on social norms varies. Despite methodological limitations, the evidence underscores media’s potential as a public health tool. Policymakers must leverage media to align with public health goals, mitigate economic anxiety in news coverage, and foster global initiatives for youth education. The review study was officially registered on the PROSPERO website (CRD420251045938) and received approval from the jury. Available from https://www.crd.york.ac.uk/PROSPERO/view/CRD420251045938 .