In this article, we examine the operation of shame in the alcohol use habits of pregnant women and the responses of their families and associated institutions. Using a narrative–discursive approach, we interviewed 13 women, living in a low-resource setting in South Africa, who had consumed alcohol while pregnant. Narratives showed how both the act of drinking and “inappropriately” timed pregnancy (early and out of wedlock) were judged to be unacceptable. Women who engaged in these activities were positioned as bad mothers or promiscuous. Their actions were seen as resulting in the suffering of others—the future child, the family, and even the community. These narratives were underpinned by cultural and religious discourses. Women managed the shame accruing to them through avoidance and concealment; families instructed women to self-exclude or distanced themselves from the women’s behavior; and institutions subtly or overtly excluded women. The shaming of these women, and the mechanisms by which such shame was managed, did little to decrease drinking or to increase maternal health and welfare. Overall, this article demonstrates how the shame of drinking alcohol during pregnancy produces avoidance behavior, concealment, and exclusion, which are not constructive in terms of maternal health and well-being. The implications for a feminist narrative approach to drinking during pregnancy are outlined: moving beyond a focus on individual behavior change to locating personal stories within the meta-narratives and social discourses that shape pregnant women’s lives.

在本文中，我们研究了羞辱在孕妇饮酒习惯中的作用及其家人和相关机构的反应。我们采用叙事-话语方式，采访了13位生活在南非资源贫乏的妇女，这些妇女在怀孕时曾饮酒。叙事表明，如何判断饮酒行为和“不适当的”定时怀孕（早婚和非婚嫁）都是不可接受的。从事这些活动的妇女被定位为坏母亲或滥交。他们的行为被认为导致其他人的痛苦，包括未来的孩子，家庭甚至社区。这些叙述以文化和宗教话语为基础。妇女通过回避和隐瞒来解决她们应得的耻辱；家庭指示妇女自我排斥或远离妇女的行为；以及机构巧妙地或公开地排斥妇女。这些妇女的羞辱以及控制这种羞耻的机制，对减少饮酒或增加孕产妇的健康和福利几乎没有任何作用。总体而言，本文证明了怀孕期间饮酒的羞耻感如何导致回避行为，隐瞒和排斥，这对孕产妇的健康和幸福而言并没有建设性。概述了女性主义叙事方式在怀孕期间的意义：从关注个人行为改变转向在塑造孕妇生活的元叙事和社会话语中定位个人故事。以及机构巧妙地或公开地排斥妇女。这些妇女的羞辱以及控制这种羞耻的机制，对减少饮酒或增加孕产妇的健康和福利几乎没有任何作用。总体而言，本文证明了怀孕期间饮酒的羞耻感如何导致回避行为，隐瞒和排斥，这对孕产妇的健康和幸福而言并没有建设性。概述了女性主义叙事方式在怀孕期间的意义：从关注个人行为改变转向在塑造孕妇生活的元叙事和社会话语中定位个人故事。以及机构巧妙地或公开地排斥妇女。这些妇女的羞辱以及控制这种羞耻的机制，对减少饮酒或增加孕产妇的健康和福利几乎没有任何作用。总体而言，本文证明了怀孕期间饮酒的羞耻如何导致回避行为，隐瞒和排斥，这对孕产妇的健康和福祉均无建设性。概述了女性主义叙事方式在怀孕期间的意义：从关注个人行为改变转向在塑造孕妇生活的元叙事和社会话语中定位个人故事。本文说明了怀孕期间饮酒的羞耻感如何导致回避行为，隐瞒和排斥，这对孕产妇的健康和福祉没有建设性的作用。概述了女性主义叙事方式在怀孕期间的意义：从关注个人行为改变转向在塑造孕妇生活的元叙事和社会话语中定位个人故事。本文展示了怀孕期间饮酒的羞耻感如何导致回避行为，隐瞒和排斥，这对孕产妇的健康和福祉均无建设性。概述了女性主义叙事方式在怀孕期间的意义：从关注个人行为改变转向在塑造孕妇生活的元叙事和社会话语中定位个人故事。