Influence of Celebrity Endorsement on Social Media: The Study of Surrogacy and IVF
Chapter One
Objectives of the Study
The specific objectives of this study include:
- To aeon thee the influence of celebrity endorsements on a journey in shaping public opinion on surrogacy and IVF.
- To assess the acceptability of surrogacy and IVF in the Nigerian context.
- To explore the surrogacy journey of celebrity figure Biola Adebayo and its impact on public awareness.
- To analyze the extent to which celebrity influence has shaped the opinions of individuals on surrogacy and IVF.
CHAPTER TWO
LITERATURE REVIEW
Conceptual Review
Surrogacy and IVF
Surrogacy and in vitro fertilization (IVF) represent innovative assisted reproductive technologies that have gained prominence in recent years (Peters et al., 2018; Piersanti et al., 2022). Surrogacy involves a surrogate mother carrying and giving birth to a child on behalf of another individual or couple, while IVF encompasses a laboratory-based process where an egg and sperm are combined outside the body, with the resulting embryo transferred to the uterus (Motluk, 2022). Both methodologies provide alternatives for individuals facing fertility challenges, allowing them to realize the dream of parenthood.
In surrogacy, the surrogate mother, also known as a gestational carrier, carries a pregnancy to term for the intended parents, who may be unable to do so themselves due to medical reasons (Moll et al., 2022). This process involves in vitro fertilization, where an embryo is created using the eggs and sperm of the intended parents or donors, and then transferred to the surrogate’s uterus. The gestational surrogate has no genetic relationship with the child, making this a distinctive aspect of gestational surrogacy (Makinde et al., 2022). This method has provided a pathway to parenthood for couples facing infertility or those in same-sex relationships.
In contrast, IVF is a more comprehensive process that entails stimulating a woman’s ovaries to produce multiple eggs, which are then retrieved and fertilized with sperm in a laboratory setting (Peters et al., 2018). The resulting embryos are cultured for a few days, and one or more are subsequently transferred to the woman’s uterus. This technique is particularly beneficial for couples dealing with issues such as blocked fallopian tubes, male infertility, or unexplained fertility problems (Motluk, 2020). IVF has not only revolutionized fertility treatment but has also expanded family-building possibilities for individuals and couples globally.
The processes of surrogacy and IVF are intricate and multifaceted, requiring careful consideration of medical, legal, and ethical aspects (Motluk, 2023; Oliver, 2023). Understanding the fundamental concepts of these technologies is essential for prospective parents, medical practitioners, and policymakers involved in shaping regulations and ethical guidelines. As surrogacy and IVF continue to evolve, comprehensive knowledge about these procedures becomes crucial for fostering informed decision-making, minimizing stigmatization, and ensuring the ethical and responsible practice of assisted reproductive technologies.
Social Media Influence on Public Opinion
Social media has become an omnipresent force in shaping public perceptions and attitudes, wielding considerable influence on various societal issues, including those related to assisted reproductive technologies such as surrogacy and in vitro fertilization (IVF) (Motluk, 2020; Oliver, 2023). With the advent of platforms like Facebook, Instagram, and Twitter, individuals are increasingly turning to social media for information, connecting with others, and forming opinions on diverse topics, including family planning and fertility treatments.
The role of social media in influencing public opinion on surrogacy and IVF is particularly noteworthy when considering the impact of celebrity endorsements. Celebrities, possessing substantial follower bases, can shape narratives and sway public sentiment through their online presence (Motluk, 2022). These platforms provide a direct line of communication between celebrities and their audience, allowing for the dissemination of personal stories, experiences, and endorsements related to surrogacy and IVF. The immediacy and global reach of social media amplify the impact of these endorsements, potentially challenging traditional societal norms and fostering greater acceptance.
Celebrity endorsements on social media platforms serve as powerful catalysts for changing perceptions surrounding assisted reproductive technologies. When celebrities openly share their experiences with surrogacy or IVF, it humanizes these procedures, making them relatable and destigmatizing them in the eyes of the public (Motluk, 2023). The personal stories shared by celebrities create a sense of connection and empathy, influencing individuals to reconsider preconceived notions about these reproductive methods.
Moreover, the interactive nature of social media allows for real-time engagement between celebrities and their followers. This two-way communication enables individuals to pose questions, seek advice, and share their own experiences, fostering a sense of community and support around surrogacy and IVF (Motluk, 2022; Oliver, 2023). Celebrity endorsements, therefore, not only shape public opinion but also contribute to building a more informed and connected community around these complex reproductive issues.
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