The Ambivalence of Virtual Space: A Qualitative Study on Childbearing Decisions in Media Representations in Isfahan

In light of the continued decline in fertility rates and its far-reaching demographic implications, this study explores the role of virtual space in shaping couples' decisions toward childlessness and single-child families. Utilizing a qualitative approach grounded in Strauss and Corbin's systematic methodology of grounded theory and employing theoretical sampling, thirty in-depth interviews were conducted between March and August 2024 with participants aged 28 to 45. The sample comprised one partner from 15 voluntarily childless couples (married for at least three years) and one partner from 15 single-child couples (whose child was at least five years old), all of whom had made a conscious decision to limit childbearing. Data collection was conducted through semi-structured interviews, and the analytical process followed three stages of open, axial, and selective coding. The study's findings were organized into 85 conceptual codes, 19 subcategories, 9 main categories, and one core category. The central phenomenon emerging from the analysis is the "ambivalence of virtual space." The causal condition identified was the interaction between virtual space and lifestyle changes. Accumulated concerns represented the contextual conditions, and ineffective policymaking functioned as the intervening condition. Strategies included susceptibility to virtual influence, resistance to virtual influence, and disregard for others' opinions. The resulting consequences were identified as a qualitative perspective on childbearing and the prioritization of daily life over parenthood. The core category—"childbearing attitudes and preferences shaped by virtual immersion"—was constructed from the main categories. In modern society, the rapid expansion of virtual space has significantly contributed to the rise in public awareness. This growing awareness, in turn, has amplified the role of rationality in individual decision-making processes, including those concerning childbearing. Given the dualistic—both constructive and detrimental—impacts of virtual space on personal life, the appropriateness of its usage is inherently subjective. Thus, the key to avoiding being overwhelmed by virtual space lies in maintaining a central, reflective stance toward it.
Extended Abstract:
Introduction
In recent decades, Iran has witnessed a sharp decline in fertility rates, falling below replacement levels and raising concerns about future demographic stability. Despite numerous pro-natalist policies, including the "Family and Youth Population Support Law" passed in 2021, fertility rates continue to decline, especially in urban centers such as Isfahan. This persistent demographic shift has prompted researchers to explore the socio-cultural and psychological drivers behind low fertility intentions, with particular attention to the growing influence of digital media.
This study aims to investigate how virtual space—particularly social media—shapes the childbearing decisions of voluntarily childless and one-child couples in Isfahan. The theoretical framework integrates the theory of planned behavior and diffusion of innovations, focusing on how attitudes, social norms, and perceived behavioral control are influenced by digital content. Social comparison, consumerist lifestyles, and exposure to alternative family models online are hypothesized to influence couples' decisions toward low fertility.
Research Method
This qualitative research is grounded in the interpretive paradigm and uses Strauss and Corbin's systematic grounded theory methodology. The study involved in-depth, semi-structured interviews with 30 participants—15 voluntarily childless individuals and 15 individuals from one-child families, all of whom had been married for at least three years and had made conscious decisions regarding their fertility.
Participants, aged 28 to 45, were selected through theoretical and purposive sampling to capture diverse perspectives until theoretical saturation was achieved. Most respondents were women, partly due to their central role in reproductive decisions and greater willingness to participate in interviews. Interviews were conducted over five months (March to August 2024), each lasting between 40 and 90 minutes.
Transcripts were analyzed through three levels of coding: open coding (extraction of meaningful units), axial coding (organizing categories based on relationships), and selective coding (identifying a central phenomenon). Lincoln and Guba's criteria ensured trustworthiness, including credibility (member checks), dependability (audit trail), and confirmability (peer debriefing). Ethical considerations such as informed consent, confidentiality, and voluntary participation were strictly observed.
Findings
The analysis yielded 85 concepts, 19 subcategories, 9 core categories, and one central phenomenon: "Ambivalence of Virtual Space in Shaping Childbearing Attitudes and Preferences." The categories were integrated into a paradigm model composed of causal conditions, intervening conditions, contextual conditions, strategies, and consequences.
Causal Conditions: The role of virtual space in transforming lifestyle and value systems emerged as a key driver. Respondents reported increased exposure to social comparisons, conspicuous consumption, and unrealistic portrayals of parenthood, which contributed to anxiety and hesitation regarding childbearing.
Contextual Conditions: Accumulated concerns—ranging from economic pressure to parental responsibilities and childrearing challenges—formed the backdrop against which fertility decisions were made. Participants expressed heightened anxiety about their ability to meet modern childrearing standards, often fueled by digital portrayals of ideal parenting.
Intervening Conditions: Structural and policy-related inadequacies (e.g., lack of support systems, economic instability, and ineffective pro-natalist policies) undermined the motivational effects of pro-natalist campaigns. Respondents perceived such efforts as disconnected from their lived realities.
Central Phenomenon: The central finding is the "Ambivalence of Virtual Space"—a dual influence in which virtual media simultaneously raises awareness and rationality in decision-making but also fosters fear, social pressure, and anxiety. While some participants resisted these influences through critical media literacy, many reported internalizing harmful narratives.
Strategies: Three key strategies were identified:

Susceptibility to Media Influence: Participants reported adopting media-influenced ideals (e.g., luxury parenting, pet substitution for children, glamorization of childlessness).
Resistance to Media Narratives: Some participants consciously resisted online narratives, emphasizing personal agency and contextual decision-making.
Indifference to External Opinions: A few participants dismissed both digital and social pressures, choosing to base their decisions solely on pragmatic and financial realities.

Consequences: Two main outcomes were observed:

Qualitative Perspective on Parenting: A shift from quantity to quality of parenting, with participants emphasizing optimal upbringing over having multiple children.
Prioritization of Everyday Life Needs: Many couples prioritized lifestyle stability and economic security over expanding their families, viewing childbearing as an optional rather than essential life goal.

Discussion and Conclusion
The study underscores the complex interplay between modern digital culture and reproductive decision-making. Unlike earlier generations, today's couples operate within a hyperconnected world that amplifies individualism, consumerism, and comparative anxieties. Virtual space, particularly social media, serves as both an informer and a manipulator—offering access to knowledge and alternative lifestyles while simultaneously generating pressure and unrealistic expectations.
Findings align with the theory of planned behavior, highlighting how attitudes (e.g., fear of insufficient resources), subjective norms (e.g., social pressure against having more children), and perceived behavioral control (e.g., lack of confidence in parenting amidst digital chaos) shape fertility intentions. Additionally, digital celebrities and influencers have emerged as new opinion leaders, subtly reshaping norms through lifestyle content and subliminal messaging.
A critical insight is the two-sidedness of virtual media. On one hand, it facilitates rational, informed decisions—helping couples assess parenting responsibilities with more clarity. On the other hand, it creates deterrents via curated comparisons, rising expectations, and fear of failure. These findings echo global studies on media-induced lifestyle shifts, such as those conducted in Ukraine, Poland, and Nigeria, where media exposure influenced family planning behavior.
Moreover, despite extensive governmental efforts to promote childbearing, the structural disconnect between policy and everyday reality—exacerbated by media narratives—has limited policy impact. Participants consistently reported that national incentives failed to address foundational issues such as job security, educational quality, and urban infrastructure. Consequently, media influence has filled the void left by weak social policy.
This study offers nuanced insight into how virtual space mediates fertility decisions among urban Iranian couples. It reveals that the impact of digital media is not unidimensional but deeply ambivalent—facilitating empowerment while also propagating fear, social comparison, and disengagement from traditional reproductive norms.
Policy implications are clear: any strategy aimed at increasing fertility must integrate media literacy, digital well-being, and socio-economic reform. Rather than relying solely on exhortative campaigns, interventions must address structural inequalities and foster environments in which childbearing is both desired and feasible.
Future research should explore the longitudinal effects of digital exposure on family formation, with attention to gendered experiences and evolving norms. Comparative studies across cities and cultures may further contextualize these findings and refine intervention strategies.
Ultimately, this study emphasizes that navigating digital modernity requires equipping couples with both critical tools and tangible supports—bridging the divide between awareness and action, between online ideals and offline realities.