Stigma Reduction Theory in Digital Abortion Communication: A Content Analysis of Planned Parenthood’s #GoodbyeStigma Webpages

Abstract

This study examines how Planned Parenthood of the Pacific Southwest’s #GoodbyeStigma webpages aligns with stigma reduction theory via qualitative content analysis. Data showed stigma reduction theory is a useful framework for evaluating and designing digital abortion stigma reduction communication. Recommendations for further research and how to implement stigma reduction theory in digital abortion stigma reduction communication are included.

Keywords:

• Abortion stigma
• abortion stigma reduction
• stigma reduction theory
• digital media
• reproductive health

Acknowledgements

The author thanks Planned Parenthood of the Pacific Southwest’s Vice President of Strategy and Organizational Effectiveness and Director of Marketing Communications for graciously participating in the research process.

Disclosure Statement

The author reports there are no competing interests to declare.

Data Availability Statement

The data that support the findings of the content analysis of this study are openly available at https://www.plannedparenthood.org/planned-parenthood-pacific-southwest/campaigns/goodbye-stigma and https://www.plannedparenthood.org/planned-parenthood-pacific-southwest/campaigns/goodbye-stigma-summit.