What is ninkatsu? Who promotes and governs this “active pursuit of pregnancy?” Trying to answer these questions, this unprecedented publication exhibits how mass media, policymakers, and biomedical science-corporate capitalism govern the individual’s reproductive choices in contemporary Japan through gendered discourses of self-improvement, life planning, and biomedical technology. Analyzing a broad range of media, popular science, and government material, it links historical and social processes with an original theoretical framework on self-governance, neoliberalism, and postfeminism....