Media, Culturalization and Fertility: Identifying and Ranking Factors Affecting Fertility Using Analytical Hierarchy Process Approach

Iran has been known as one of the countries with below-replacement fertility since the 2000s. Accordingly, planners and policy makers seek to provide appropriate and efficient solutions aiming to increase fertility. Using the analytic hierarchy process, this study aims to identify and prioritize indicators affecting fertility in Iran.  In order to achieve the objectives of the study, an expert questionnaire was designed and completed by scientific experts. The results extracted from the questionnaires were analyzed using Expert Choice software. Analysis of the results shows that according to experts, the mass media index has the greatest impact, while the household economic status index has the least impact on women's fertility. Among the indicators of media, television and the internet and cyberspace have a significant impact on fertility. From the perspective of scientific experts, among the sub-indicators affecting fertility, the equal division of labor between men and women in the family is the first among the indicators affecting fertility. The experience of countries with low fertility shows the positive impact of gender equity on the attitude and behavior of fertility in the family, and therefore, the emphasis on this important content in media programs can indirectly affect the attitude and behavior of couples about childbearing. According to the experts in this study, targeted culture-building about childbearing by using scientific evidence and providing persuasive content to informed and educated audiences has an effective role in changing the idea and behavior of couples towards fertility. Obviously, creating the necessary conditions for the realization of the ideas of young people and couples about marriage and childbearing plays an important role.