The news media is shaping reproductive narratives and stigma around childlessness, presenting it as a threat to national interests, a deviation from moral or cultural norms, as a risk and, sometimes, as a legitimate life path. In an article published in PLOS Global Public Health, Julia Schröders of Umeå University, Sweden, and colleagues, conclude that understanding these narratives will allow the development of media literacy initiatives to destigmatize and support more equitable health communication.