Breaking Women’s Health Taboos

Abstract

This study explored diffusion of innovations theory as a particularly relevant and useful theory to the social marketing approach. In-depth interviews with 44 biological mothers of newborns were conducted to understand their communication behaviors, system norms, and social networks. A grounded theory approach was used to expand diffusion of innovations theory by investigating social network influences on women’s innovativeness. Findings suggest opportunities to apply diffusion of innovations theory to better understand women’s health and the health of their families. This study provides a basis for the use of qualitative research to diffuse behaviors where desired health behaviors emerge by listening to the target audience. According to participants, online networks offer reprieve from system norms that create a taboo around women’s health issues. These women engaged in complex research and decision-making processes about health that involved trusting themselves and their newborns. Additionally, findings contribute to theory development by revealing participants’ experiences of stigma and silence, which suggest that gender, as well as race and class, should be an integral component of the empty vessels fallacy in the diffusion of innovations theory.