Rhetoric versus Reality: Exploring Consumer Empowerment in a Maternity Setting

Abstract

This study explores consumer empowerment in a maternity setting in the Republic of Ireland. Our results indicate that empowerment is a complex phenomenon influenced by many variables. While the current health services literature is focusing on active consumers of health services, our study shows that not all pregnant women have the same needs for and attitudes toward empowerment: some women do indeed seek to be overtly empowered in the maternity setting and equate empowerment with a high level of control over the service provision; others pursue a more passive role but may still experience such a role as empowering. A theoretical discussion focusing on the complexities of empowerment and issues of power and authoritative knowledge in cultural systems concludes this paper.

Keywords:

• Consumer Empowerment
• Power
• Control
• Service Relationships
• Health and Maternity Markets