EMSA study

Title of Study

EMSA: Erstes Mal, Menstruation und SchwangerschaftsAbbruch als Themen der sexuellen und reproduktiven Online-Gesundheitskommunikation [Sexual Debut, Menstruation and Abortion as topics of sexual and reproductive online health communication]

Research Aim

Within three sub-studies over the course of three years, this research project in the field of communication science will systematically investigate how

1. the sexual debut,
2. the menstruation and
3. the abortion

are represented and discussed in social media.

Methodology

The study is based on systematic media content analyses of posts on leading social media platforms (primarily YouTube, TikTok, and Instagram). In addition, public user comments on the corresponding posts are analyzed. The quantitative media content analyses are supplemented by qualitative interviews with adolescents and young adults on the use and subjective impact of social media posts and comments on the focused topics.

Scientific Relevance

Abortion, sexual debut and menstruation are important sexual and reproductive health topics that are widely presented and discussed in social media. To date, however, corresponding German-language posts and public publication comments have not been systematically studied scientifically. Accordingly, the EMSA study closes a research gap in the field of online health communication.

Practical Relevance

The results of the EMSA study are also relevant for sexual and reproductive education and counseling. Only if we know how abortion, sexual debut and menstruation are portrayed and discussed in social media today, we can pick up young people where they stand on these topics. Accordingly, the EMSA project results can help to strengthen young people in their ability to search for online content on sexual and reproductive health that is suitable for them in a targeted manner, if necessary, and to critically assess problematic online content.

Project Duration

2023 – 2026

Funding

Independent research project funded by the Federal Institute of Public Health (BIÖG; previously BZgA).

Project Website at the BIÖG

Publikations

Project Description

• Döring, N. (2023). Die „EMSA“-Studie: Erstes Mal, Menstruation und Schwangerschaftsabbruch in Sozialen Medien. FORUM Sexualaufklärung und Familienplanung: Informationsdienst der Bundeszentrale für gesundheitliche Aufklärung (BZgA) 1/2023, 93-96. https://doi.org/10.17623/BZgA_SRH:forum_2023-1_beitrag_emsa_studie
• Döring, N.(2023). The EMSA study: Sexual debut, menstruation and pregnancy termination on social media. FORUM sexuality education and family planning: information service of the Federal Centre for Health Education (BZgA), 1, 85–88. https://doi.org/10.17623/BZgA_SRH:forum_2023-1_en_article_emsa_study

Qualitative Studies on Pregnancy Termination

• Döring, N. (2023). Zehn Monografien und Sammelbände zum Schwangerschaftsabbruch [Ten Monographs and Edited Volumes about Pregnancy Termination]. Zeitschrift für Sexualforschung, 36(04), 243-249. https://doi.org/10.1055/a-2186-6717
• Döring, N. & Kubitza, E. (2023). “Ich fühlte mich so alleine damit, aber dein Video hat mir geholfen”. Der Schwangerschaftsabbruch auf YouTube und TikTok [I felt so alone with it, but your video helped me. Pregnancy termination on YouTube and TikTok]. merz – medien + erziehung. zeitschrift für medienpädagogik, 67(3). https://doi.org/10.21240/merz/2023.3.25

• Döring, N. & Schumann-Doermer, C. (2023). Öffentliches Sprechen über persönliche Abtreibungserfahrungen: Zwischen Empowerment und Disempowerment [Public Speaking about Personal Abortion Experiences: Between Empowerment and Disempowerment]. Zeitschrift für Sexualforschung, 36(04), 223-232. https://doi.org/10.1055/a-2191-9640

Quantitative Study and Content Analysis Methodology on Pregnancy Termination

• Döring, N., Shevtsova, A., & Schumann-Doermer, C. (2025). Der Schwangerschaftsabbruch in Sozialen Medien: Eine Inhalts- und Qualitätsanalyse [Pregnancy Termination on Social Media: A Content and Quality Analysis]. Bundesgesundheitsblatt. https://doi.org/10.1007/s00103-025-04170-x
• Döring, N. (2023). Online-Videos zum Schwangerschaftsabbruch: Anbieter, Botschaften und Publikumsreaktionen. FORUM Sexualaufklärung und Familienplanung: Informationsdienst der Bundeszentrale für gesundheitliche Aufklärung (BZgA) 1/2023, 41-47. https://doi.org/10.17623/BZgA_SRH:forum_2023-1_beitrag_onlinevideo_schwangerschaftsabbruch

• Döring, N. (2023). Online pregnancy termination videos: Providers, messages and audience reactions. FORUM sexuality education and family planning: information service of the Federal Centre for Health Education (BZgA), 1, 39–44. https://doi.org/10.17623/BZgA_SRH:forum_2023-1_en_article_online_video_pregnancy_termination
• Döring, N. (2023). Abortion Attitudes (Media Content, User Comments). DOCA – Database of Variables for Content Analysis. https://doi.org/10.34778/5y

Studies on Menstruation

• Döring, N. (2024). Acht Monografien und Sammelbände zur Menstruation [Eight monographs and edited volumes on menstruation]. Zeitschrift für Sexualforschung 37(04), 236-241. https://doi.org/10.1055/a-2373-4667
• Döring, N., Shevtsova, A., & Schumann-Doermer, C. (2024). Der aktuelle Forschungsstand zur Menstruationsgesundheit: Überblick über 20 bio-psycho-soziale Aspekte. [The Current State of Research on Menstrual Health: Overview of 20 Bio-Psycho-Social Aspects]. Zeitschrift für Sexualforschung, 37(3), 151-166. https://doi.org/10.1055/a-2343-4279 
• Döring, N., Shevtsova, A., & Schumann-Doermer, C. (2026). Die Menstruation in Sozialen Medien: Eine Inhalts- und Qualitätsanalyse [The Menstruation on Social Media: A Content and Quality Analysis]. Bundesgesundheitsblatt. https://doi.org/10.1007/s00103-026-04213-x

Studies on Sexual Debut