Epidemiological evidence from high-income countries, including the UK and the US, indicates growing intolerance for the uncertainties associated with childbirth. While research has yet to establish a cause-and-effect relationship between media representations of pregnancy and birth and societal views of the childbirth experience, analysis of mass media accounts of childbirth can help explain why those involved in childbirth—maternity service users and providers alike—increasingly define birth as a site of risk. Existing studies of the representation of birth in mass media allow us to examine how the complex interaction between media, culture, and birth amplifies perceptions of risk. We illustrate the ways mass media influence, not just attitudes towards birth, but the way birth is managed.