“Put that out I can hear your baby coughing”: exploring the stigma associated with women’s smoking during pregnancy

Drawing on public and private accounts of smoking during pregnancy (interviews, survey responses, and a public media article), we examine how women discursively manage the ‘spoiled’ identity associated with inhabiting the body of a ‘pregnant smoker’. We focus on two salient identities ‘the silenced smoker’ and ‘the bad mother’ and explore the discursive and material consequences of these identities. We found that references to smoker and maternal identities were largely absent in women’s accounts, and discuss how these absences enabled women to evade stigma and the rhetorical harm of these identities. Further, we discuss the material consequences of stigma including women’s need to conceal their ‘pregnant smoker’ body in the face of heightened surveillance. We propose ‘discursive silencing’ to explain how dominant motherhood and anti-smoking discourses serve to render women’s experiences as ‘untellable’ and therefore reduce women’s capacity to seek help or support to quit smoking.