Advancing a critical postmodern approach to stigma management communication (SMC) theory in the context of difficulty orgasming

Abstract

ABSTRACT Addressing calls for increased communication scholarship that interrogates power in stigma processes, we develop a critical postmodern approach to stigma management communication (SMC) theory and demonstrate how it can be used in the context of difficulty orgasming. Semi-structured interviews with mostly white, cisgender women experiencing orgasm difficulties in mixed-sex relationships (N = 31) revealed how dominant discourse creates an idealized standard of sexual behavior that stigmatizes women with orgasm difficulties, and how stigma management strategies act as discursive practices that reify, resist, and transform the status quo. We extend SMC theory by articulating a critical postmodern approach that can be used to interrogate power in stigma processes, and by illuminating how stigma management strategies are enacted in varied ways and toward different ends. Practically, our findings underscore the need for multifaceted interventions aimed at addressing the underlying causes of stigma and offer recommendations for reducing stigma through health campaigns, programming, and care.