La información importa: narrativa de las webs de las clínicas de fertilidad en España

Abstract

Uno de los hitos más importantes en la tecnología de reproducción asistida es la técnica de preservación del ovocito, la cual permite a las mujeres preservar sus óvulos cuando existe la posibilidad de que pierdan su fertilidad en el futuro. A pesar del estado aún experimental de este procedimiento, las clínicas de fertilidad lo recomiendan ampliamente a mujeres con buena salud que desean posponer la maternidad por razones sociales. Dado que en las webs de las clínicas de fertilidad aparecen numerosas recomendaciones y promociones sobre esta tecnología, parece importante analizar las técnicas de comunicación persuasiva que utilizan a través de internet. Se aplica una metodología mixta de análisis de contenido y análisis de discurso desde la perspectiva de la teoría de los frames. Luego, se realiza un análisis en profundidad del contenido de los webs de las clínicas de fertilidad en España, describiendo sus estrategias de comunicación e información en relación a la preservación de la fertilidad por razones sociales. Los resultados confirman la inconsistencia que existe en la claridad de la información proporcionada por estas webs, dado que la información es estructurada con la intención de atraer a más mujeres a contratar los servicios de congelación de óvulos.

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