Haley Thomas ’14: “Gender Roles and Gendered Bodies in Breast Cancer Awareness Advertising” – April 17, 2014

Breast cancer campaigns are some of the most visible health awareness campaigns, especially as the sale of pink-ified products allow consumers to demonstrate symbolic and economic support for the cause. Both non-profit and for-profit organizations manufacture breast cancer awareness media; and their differing strategic aims govern the messages they disseminate. Most breast cancer awareness media situates women as wives and mothers and as survivors and fighters — both as dependent community members and independent individuals. Exploration of the portrayal of women within breast cancer advertising exposes prevailing notions gender and disease.


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