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Zero TrimesterPre-Pregnancy Care and the Politics of Reproductive Risk$
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Miranda R. Waggoner

Print publication date: 2017

Print ISBN-13: 9780520288065

Published to California Scholarship Online: May 2018

DOI: 10.1525/california/9780520288065.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 30 June 2022

Promoting Maternal Visions

Promoting Maternal Visions

Gender, Race, and Future Baby Love

(p.149) 6 Promoting Maternal Visions
Zero Trimester

Miranda R. Waggoner

University of California Press

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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