Promoting Maternal Visions
Promoting Maternal Visions
Gender, Race, and Future Baby Love
This chapter examines how the pre-pregnancy care model has influenced public health promotion, illustrated through the “Show Your Love” campaign that was created by the Centers for Disease Control and Prevention (CDC) in 2013. This chapter reveals how the campaign’s message drew on and promoted gendered and racialized tropes in its goal of promoting pre-maternal love for future babies and, in so doing, further stratified reproduction. Discussion in this chapter highlights the social control aspects of public health and how the power of this particular messaging potentially reframes practices of “intensive mothering” into an ethic of “anticipatory motherhood.”
Keywords: public health, health promotion, CDC, intensive mothering, anticipatory motherhood, pre-maternal, stratified reproduction
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