Method

In order to gain a comprehensive look at how race is represented in the marketing of ARTs, three companies that offer ART services were analyzed. These websites were found through the google search of “egg donation.” This phrase was used as a search reference because I wanted websites that specifically offered egg-matching services. Additionally, each of the websites was selected because they were slightly different; Reproductive Biology Associates provides a home website for fertility treatments in addition to separate website for egg freezing, Family Creations only offers egg matching services, and Connecticut Fertility Association provides a home website for fertility treatments in addition to a separate website for egg donation and surrogacy services. On a more practical level, each of the websites were chosen because they provided images of individuals and families almost every section of their website.

For every websites I copied each image and pasted it into a word document. From there, each picture was categorized as either White, non-White light skinned, or non-White dark skinned . In all of the graphs, those individuals who were counted as part of a ‘family,’ ‘group of women,’ or ‘group of babies,’ are also counted as individuals within each of their separate categories. Additionally, pictures of a single parent and a baby are put under the category of ‘family.’

I mapped out how many times racial groups were represented on the website by skin color in order to be able to record representations of race without dividing people along assumed racial categories. However, I recognize how indefinite the categories I utilized are. This is intentional in that race is not a biologically grounded fact, therefore, it should not be treated as such in statistical analysis. However, while race is not a biological fact, constructed racial categories are very much real and part of every day interactions. Therefore, the categories I utilized were designed to be able to mark how race is being displayed on websites in order to highlight how light skinned individuals and families are heavily represented, without reinforcing racial categories. Additionally, in terms of practicality, many of the people represented on these websites were racially ambiguous; the categories I utilized are designed to highlight this fact.

In addition to the statistical analysis of photographs used, the following section will include overall observation. At several points, the placement of photographs, the language utilized in connection to a photograph, or the grouping of photographs were necessary to include in order to get a more comprehensive view of how each website is set up. However, further analysis needs to be done in order to study the language used by providers of ARTs to achieve a more comprehensive view of the marketing of ARTs.

Reproductive Biology Associates Opening Sequence On Home Page

Reproductive Biology Associates is a Georgia based IVF treatment center. Their services include infertility treatment, vasectomy reversal, IVF treatment, egg freezing, and an egg donation program that includes a donor database that links those looking for eggs and those looking to donate eggs. This website was selected for this study because of the amount of images they included, the number of services they include, and the fact that they offer both an egg donation program and an egg freezing program.


RBA’s home site’s opening page includes a picture montage of twelve babies. Each baby’s picture is in the shape of a puzzle piece, and each puzzle piece appears one after the other, eventually creating a completed puzzle. This is an extremely quick process, but it gives the viewer a distinct idea about what the purpose of it is. The first puzzle piece is a close up picture of a white blond baby with large blue eyes peering up, the other puzzle pieces appear connected to, and centered around, this puzzle piece. Then as the quickly as the puzzle appeared, it dissolves into an enlarged picture of the white blue eyed baby, which then stays on the screen. This picture sequence is not included in the quantitative analysis for several reasons.

The first reason is that the sequence happens so quickly that the viewer does not have time to analyze or absorb any of the individual pictures besides the first and last picture of the same white baby. Rather, the quick sequence is intended to do several things including demonstrating the diversity of babies produced by the treatment RBA provides. However, when both the picture sequence and the number of white babies represented on the website in comparison to non-white babies, it is clear that RBA’s intension is to give off the clear message that their company values diversity, while still catering to their predominantly white clientele by placing white faces front and center.



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Reproductive Biology Associates: Main Website

Organization Template: Section photo is in, number of people in each skin color category, individual categories, group category.


1.
Egg Donation Program, 1 White person, 2 non-White light skinned people, egg donors

2.
Patient Testimonials, 2 non-White light skinned people, baby, family

3.
Preimplantation Genetic Diagnosis, 2 non-White dark skinned people, baby, family

4.
Resources, 2 White people, 1 non-White dark skinned person, 3 babies, group of babies

5.
Egg Freezing/Fertility Preservation, 1 White Person, baby

6.
Male Infertility, 2 White people, baby, family

7.
Female Infertility, 2 White people, baby, family

8.
RBA History, 3 White people, baby, family

9.
Secure Online Registration, 1 White person, baby

Reproductive Biology Associates: Egg Bank

Organization Template: Section photo is in, number of people in each skin color category, individual categories, group category.


1.
Home, 3 White people, baby, family

2.
Home, 1 Non-White light skinned person, donor

3.
Home, 3 White people, 3 donors

4.
Home, 3 Non-White light skinned people, baby, family

5.
Fee Schedule, 1 Non-White light skinned person, baby

6.
Frequently Asked Question, 2 White people, baby, family

7.
Frozen Egg Advantage, 3 White people, baby, family

8.
About RBA, 1 White person, baby

9.
Statistics, 1 White person, baby

10.
10. News and Events, 1 Non-White light skinned person, baby

Reproductive Biology Associates: Graphs

Graph 1 and Graph 2 chart how race is represented on RBA’s two websites; their homepage and their frozen egg bank website. Graph 1 compares the RBA’s frozen egg bank link to the RBA’s homepage. The comparison between these two websites was made because freezing eggs successfully is a relatively new development, it is extremely expensive, and has been marketed to professional women as a way to delay childbearing without giving up the chance of biologically having children (Mundy 2007, 326). Therefore, my hypothesis with creating this comparison was that there could be a possible difference with how race is being represented when it could be assumed that those who will primarily utilize the technology will be white middle to upper class people because white people are more likely to have property benefits that their Whiteness provides them with (Harris 1993, 1713).

White babies are the most prominent faces on the RBA website, whether it is on the home site or the frozen egg bank site. Additionally, Non-White light skinned and dark skinned babies are represented on the website more than images of Non-White families. However, Non-White dark skinned babies and Non-White dark skinned families are not represented at all on the frozen egg bank site, but Non-White light skinned babies are represented on the frozen egg bank site over twice as much than as on the RBA home site. Additionally, while a shot of babies of different races is included once on the RBA home site there are no pictures of the like on the frozen egg bank site.

Graph 2 in particular demonstrates that while Non-White people are represented, the website significantly favors representations of Non-White light skinned people. Additionally, in continuing to highlight the differences between the home site and the frozen egg bank site, the frozen egg bank site does not have a single representation of Non-White dark skinned people. Interestingly the only group of photos that challenges this trend is the two pictures (one on the frozen egg bank site and one on RBA’s home site) of egg donors. Out of the four women in these two pictures combined, three of them are Non-White women, and one of them is white. However, all of the Non-White women portrayed as egg donors are light skinned.

Therefore, even though White people are the most prominent group represented on both websites, RBA chose to represent the races of their egg donors in a substantially different manner. By representing their egg donors as predominantly non-White, RBA intentionally promotes a pro-diversity image. However, by choosing to represent diversity through the images of egg donors, RBA is sending the message to their clients that: everyone uses reproductive technologies, and that many different races of babies are being produced through our services. Through covert pro-diversity messages, that favor non-White light skinned people ,while still placing White people in the most prominent positions on the website, RBA effectively shields the reality that predominantly White people can afford their services.

Family Creations

Family Creations is a California based egg donor program that emphasizes the international recognition and international clients their company receives. Family Creations was selected for this study because of they run an egg donor program without offering medical treatments. Their staff consists of all non-medical personnel: a director of development, a director of client services, an egg donor coordinator, a case manager, and administrative positions. Therefore, their company’s primary goal is to match the client with their ideal egg donor.


Organization Template: Section photo is in, number of people in each skin color category, individual categories, group category.

1.
Home, 1 White person, baby

2.
Recipients, 2 White people, baby, family

3.
Contact, 1 White person, baby

4.
The Selection Process, 2 Non-White light skinned people, family

5.
The Selection Process, 1 Non-Whit light skinned person

6.
Recipients, 2 White people, 2 babies

7.
Links, 2 White people, baby, family

8.
Frequently Asked Question, 3 White people, baby, family

9.
Donors, 1 White person, 1 donor

10.
Donors, 1 Non-White light skinned person, 1 donor

11.
Fees and Costs, 1 White person, baby

12.
Home, 4 White people, 2 babies

13.
About, 1 White person, baby

14.
Fees and Costs, 2 Non-White light skinned people, baby, family

15.
Frequently Asked Question, 3 White people, baby, family

16.
Blog, 2 White people, baby, family

17.
2 White people, baby, family

Family Creations: Graphs

Graph 3 and Graph 4 map out how race is represented on FC’s website. White babies were by far the most represented image, with white families coming in second. In this entire website, there is not a single picture of a Non-White dark skinned person, despite Non-White light skinned babies, families, and donors all being present. Additionally, in every section other than “The Selection Process,” a White person or group of people occupies the most prominent photograph at the top of the page.

While this study does not provide an in-depth analysis of how websites describe their services, the fact that “The Selection Process” page of FC’s website contained three light skinned non-White people, in stark opposition to the rest of the website, justifies further analysis. Under the pictures of a non-White light skinned child and a non-White light skinned pregnant woman and her male partner, FC eases their potential clients worries about selecting a donor based on “characteristics.” While hair color, eye color, and family health history are all given examples of characteristics parents should take into consideration, FC does not make explicit references to race or even skin color.

Therefore, through the covert images of light skinned non-White people, FC’s message that clients are wholly rational by choosing an egg donor based on specific traits, works to shield the reality of what kind of babies are being produced. For, despite that non-White women are much more likely to be infertile, they are less likely to seek treatment (due to structural barriers) than White Women (Daar 2008, 39).

Connecticut Fertility Association: Home Page

Connecticut Fertility Association was selected because they offer fertility treatments in addition to egg donation and surrogacy services. The company hosts a main website that markets fertility treatments, from where you can gain access to their egg donation and surrogacy website. The egg donation and surrogacy website is a place where donors and recipients alike access Connecticut Fertility Association’s services.

Organization Template: Section photo is in, number of people in each skin color category, individual categories, group category.


1.
Patient Resources: Newsletters, 1 White person, baby

2.
Patient Resources: Articles, 2 White people, baby, family

3.
Patient Resources: Join Email List, 1 non-White light skinned person, baby

4.
Patient Resources: Useful Links, 2 non-White light skinned people, baby, family

5.
Patient Resources: Your Privacy, 1 White person, baby

6.
Male Infertility, 2 White people, baby, family

7.
Upcoming Events, 2 White people, 1 non-White light skinned person, 2 White babies, 1 non-White light skinned baby, group of babies of different races

8.
Patient Resources, 3 White people, baby, family

9.
Patient Resources: Insurance, 1 White person, family

10.
Patient Resources: Forms, 1 White person, baby

11.
Patient Resources: Frequently Asked Questions, 2 White people, baby, family

12.
Patient Resources: Glossary, 2 non-White light skinned people, baby, family

13.
Picture is present on almost every part of homepage in the upper left hand corner, 2 White people, baby, family

14.
Home, 1 White person, 1 non-White person, 2 babies, 1 group of babies of different races

15.
Welcome to CFA, 1 White person, baby

16.
1 non-White light skinned person, baby

17.
Fertility Testing: Recurrent Miscarriages, 2 White people, baby, family

18.
Fertility Testing: Male Fertility, 3 White people, baby, family

19.
Basic Treatments: Hormonal Imbalances, 2 non-White light skinned people, family

20.
Basic Treatments: Laser Laparoscopy, 1 White person, baby

21.
Egg Donation and Surrogacy, 2 White people, baby, family

22.
Request An Appointment, 2 non-White dark skinned people, family

23.
Welcome to CFA: Your First Visit, 1 White person, baby

24.
Welcome to CFA: Testimonials, 4 White people, 2 babies, family

25.
Welcome to CFA: Meet Our Team, 2 White people, baby, family