Picture perfect: ‘4D’ ultrasound and the commoditisation of the private prenatal clinic

Abstract

Non-medical 'four-dimensional' ultrasound is commercially advertised as promoting maternal 'bonding', providing reassurance and tendering entertaining experiences for expectant parents. Despite the proliferation of this technology, it has not yet been subjected to sufficient social scientific attention. Drawing on an ethnography of a private prenatal clinic in the United Kingdom, I explore how four-dimensional scans, providing detailed real-time images of a foetus, have transformed the prenatal clinic into a site of consumption. I argue that the discourse present in four-dimensional scans and the materiality of the clinic achieve two things. First, they blur the boundary between clinical and non-clinical practices. This must be carefully negotiated by professionals who perform serious emotional labour to balance the delicate tension of offering expertise and medically based reassurance with providing a joyful experience for parents as consumers. Second, the four-dimensional scan and clinic's materiality promote the notion of 'perfection', particularly around the idealised family and future body. I conclude by reflecting on how such non-medical technologies play a central role in the commoditisation of pregnancy, bodies, the family and prenatal care in an increasingly consumer-led market.

The effect of the COVID-19 pandemic on UK parent experiences of pregnancy ultrasound scans and parent-fetal bonding: A mixed methods analysis

“…Pregnancy is generally considered to be a social event [52] and scans provide an opportunity for parents and their wider support networks to "meet" and get to know the baby before birth [53]. The prospect of a personalised care experience that can be shared and enjoyed with others is often how private providers promote their scan packages [54], which can include additional extras not offered during clinical examinations such as 4-dimensional imaging, high-quality prints and recordings of the fetal heartbeat.…”

Ultrasound as a technology of reassurance? How pregnant women and health care professionals articulate ultrasound reassurance and its limitations

“…Ultrasonography has become a key tool in the medical surveillance and management of pregnancy in the UK. Researchers have explored the social, cultural, and political implications of ultrasound and how the coupling of human and machine changes the relationship between expectant parents, particularly mothers, and the foetus (Mitchell 2001, Mitchell and Georges 1997, Roberts 2012a, 2012b, Roberts et al 2015a, 2015b, Sandelowski 1994, Taylor 1998, Thomas 2015, 2017. Ultrasound has a number of clinical uses in prenatal care as well as 'psychological benefits' (Taylor 2008), with reassurance being widely recognised as one such benefit.…”

Effectiveness of an educational module in improving knowledge, awareness and perception among pregnant women regarding the safe use of prenatal ultrasound

“…Further, the rapid advancement of prenatal ultrasound has resulted in developing new methods such as 3-dimensional (3D), 4D, 5D, and 6D, despite 2D being sufficient to detect any pregnancy issues. 4D imaging, for example, enables the operator to capture 3D images in real time, allowing parents to take photos or Digital Video discs (DVDs) of the foetus and share their joy with family members who are not present during the medical examination [ 3 ]. The rapid advancement of prenatal ultrasound has increased patients’ demand for keepsake prenatal images and videos.…”