IVF in a pro-natalist culture: Experiential accounts of Indian women

The paper discusses the subjective constructions and lived experiences of in-vitro fertilization (IVF) that are shaped by the ideologies of pro-natalism, pro-genetics and patriarchy prevalent in India. The booming IVF industry is situated amidst the dialectics of pro-natal culture and health policies directed towards population control. Being out of pocket expenditure sans insurance cover, IVF is afforded only by a small minority. Yet their availability is compelling, whereby childless couples feel obligated to try them out in order to absolve themselves of the guilt of not having tried enough. Across India, the fertility of women is celebrated through rites and rituals that commence at menarche and find reiteration at festivals and wedding ceremonies. Hence childless women bear the brunt of stigma, trauma and familial pressures that push them to turn to commercially operated fertility clinics in a bid to overcome childlessness along with guilt and shame associated with it.     

A relational approach to social impact: Moving beyond instrumental and consumer approaches

Social impact can be understood as the real or perceived, intended or unintended, relational and agentic consequences that emerge from organizational decisions or actions for individuals, communities, and societies. Inherent here is the recognition that social impact aligns with consequences, whether it be on individuals, communities, and societies, and that these consequences stem from organizational decisions and behaviors. Drawing on wider social impact scholarship, this paper identifies two approaches—instrumental and consumer—that have provided lenses on how organizations make decisions about social impact and related consequences, and the level of involvement stakeholders have in these decisions. This paper proposes that the understanding of social impact should evolve to reflect the relational worldview advocated in the public relations discipline, which is one that emphasizes the importance of organizations, individuals, and communities contributing to a fully functioning society. A relational lens shows that social impact can be understood as changes—whether they be intended or unintended, anticipated or unanticipated, positive or negative—in the way people live, experience, sustain, and function within their society, resulting from organizational decisions and consequent behaviors as co-determined by organizations and their stakeholders. The relational approach requires the adoption of a relational perspective on identifying, predicting, evaluating, managing, and reporting on social impact, operationalized via the seven-step Relational Framework of Social Impact conceptualized in this paper. While social impact is a relatively new term in the public relations literature, this paper highlights how public relations scholarship is well placed to enrich the social impact discipline due its emphasis on fostering a fully functioning society.