Humanized childbirth is a practice that began to be disseminated in Brazil about 20 years ago, seeking to promote natural birth, reduce unnecessary clinical interventions, and establish a more human model of childbirth. Although humanized childbirth in Brazil is an act of rescuing women’s autonomy and an act of resistance against the technological and capitalist perspective of birth, this philosophy harbors tensions and contradictions involving women as consumers, showing connections to a neoliberal idea of consumer empowerment. Considering this scenario, the present research intends to explore how the diffusion of the humanized birth practice was co-opted by the neoliberal philosophy. Conducting a 2-year netnographic study, we observe and analyze online traits on Instagram and YouTube about humanized childbirth. We shed light on social media as an important mechanism in facilitating practice engagement and practice reproduction, by presenting a framework about the practice diffusion process.
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