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This article examines neoliberal bio-political strategies by scrutinizing a current discourse concerning fertility in mass media and the policy-making arena, a narrative formed around the catchy word creation “active pursuit of pregnancy” ( ninkatsu ). In the discourse of  ninkatsu , which debuted in a women’s magazine in 2011 and inspired a similar narrative in new policies aimed at fighting the low birth rate, young women are encouraged to generate favorable circumstances for having children as early as possible in their life. For instance, these incorporate the management of personal conditions such as career and marriage as well as thorough life planning including deliberations on physiological factors which affect the “maintenance” of a fertile body. Drawing on concrete examples from a narrative in new demographic policies, a special  ninkatsu  edition of said women’s magazine, a family planning guidebook for young women, and a TV documentary focusing on the aging of egg cells, the claims of the article are threefold. First, by shedding light on the involvement of stakeholders in media and the health care industry together with political actors, a broader range of stakeholders than solely policy makers in the strategies of contemporary population politics is highlighted. Second, the article shows that the contemporary narrative of family planning revolves around the rule of self-responsibility and self-optimization. Third, by taking a gender perspective, the article points out how women’s bodies are exploited in the name of “autonomy” for demographic national goals as well as for economic profit making.

Family planning and life planning in contemporary Japan: The “active pursuit of pregnancy” ( ninkatsu ) phenomenon and its stakeholders