Declining Fertility Intentions Among Young People in Beijing and Shanghai: A Media-Driven Analysis of Social and Cultural Factors

This research delves into how media narratives impact the reproductive aspirations of young urban dwellers in Beijing and Shanghai. China's urban fertility rates have dropped significantly, below the replacement level. Through media content analysis and qualitative interviews, key themes like aspirational stories, evolving gender roles, and economic hardships emerge. Media, such as WeChat and Xiaohongshu, not only reflects but also strengthens these factors, normalizing childfree lifestyles and deterring young people from parenthood. The study also emphasizes the generational gap in family values. It suggests more nuanced media portrayals to bridge the divide. The findings can assist policymakers and media professionals in formulating effective policies to tackle urban demographic issues.