The Implementation of Public Health Communication Messages to Promote Teenage Mothers’ Sense of Self and Avert Stigma

Improvements to supportive services targeting pregnant and parenting adolescents can enhance maternal and child outcomes (e.g., repeat pregnancy and child well-being). The purpose of this chapter is to advance the medical sociological literature by implementing multifaceted approaches including developing evidence-based media messaging device modalities as a forum to engage pregnant and parenting adolescents in social normative communication, self-reflection, and self-expression so that they can develop a tailored health prototype service model to accommodate their health and social needs.

We utilized a purposeful sample of pregnant adolescents or parenting adolescents (of an infant or toddler) ages 15–19 in a large Metropolitan Area in the Midwest. We employed a qualitative research design using two focus groups (n = 15) and participant observation (n = 8) to identify themes. Content analysis was performed to better understand the study participants’ experiences and perceptions.

Based on the focus group results, the custom journal was found to be the most popular outlet to offer self-expression and social support. Four main themes emerged from the data, including teen pregnancy overall is a problem, but having their own baby was not; strong desire for more health information and health education; perceived stigma from their teachers and parents; and frustration with the existing service programs.

The implications of the chapter are that the teen pregnancy norms fostered stigma and “social disgrace” that the pregnant and parenting adolescents experienced and ultimately thwarted their perceived and actual receipt of services. Future research should better understand the potential influences of internal and external pressures brought on by stigmatization as a contributing barrier to communicating social and health needs by pregnant and parenting adolescents.

This chapter developed, implemented, and evaluated media communication and found that it could structure social relations between pregnant and parenting adolescents and service providers. This chapter also extends development communication techniques, with its intellectual roots in rural sociology, by focusing on communication-oriented solutions and the development of new technologies to provide medical information with greater social equality and integrated support services for pregnant and parenting adolescents.