Discourse analysis of Mediatized pronatalist policies: Suggesting a promotion strategy

Despite the emphasis on direct and formal pronatlaist policies, little attention has been paid to the role of media on the success of population policies.   After the implementation of antinatalist policies in Iran, the pronatalist policy was formally revealed by the announcement of the population decree by the Supreme Leader in May 2014.  Although the new policy is comprehensive and pays attention to various aspects (i.e quantity and quality) of population, the media discourse only promotes one aspect, that is quantitative aspect of the policy. This means that the media content not only does not have the ability for making behavioral change, but also produces an incomplete picture of the new population policy.  Using the planned behavior theory, this paper identifies factors affecting behavior change, and introduces main discourses in Iran and Keyhan newspapers as the two mainstream media by using critical discourse analysis. Then, discourses are analyzed taking into account the presence or lack of determining factors of fertility. Finally, three principles are proposed for the improvement of  advocacy of population policies which includes a) considering multiple factors affecting fertility behavior, b) taking  informed, selective and rational audience approach, and c) making scientific communication and collaboration between journalists and demographers.