Whose interests are served by the portrayal of childbearing women in popular magazines for women?

This research report addresses the question 'Whose interests are served by the portrayal of childbearing in popular magazines for women?'. The methodology was feminist content analysis using semiology. Sixty-nine womens' magazines of women's were assessed for analysis and four were finally selected because they represented a detailed description of women's thoughts and feelings about birth. This paper presents a single in-depth analysis as an exemplar of how childbearing is portrayed in popular magazine's for women.