Gayle A. Sulik
Pink ribbon paraphernalia saturate shopping malls, billboards, magazines, television, and other venues, all in the name of breast cancer awareness. In this compelling and provocative work, Gayle Sulik shows that though this "pink ribbon culture" has brought breast cancer advocacy much attention,
it has not had the desired effect of improving women's health. It may, in fact, have done the opposite. Based on eight years of research, analysis of advertisements and breast cancer awareness campaigns, and hundreds of interviews with those affected by the disease, Pink Ribbon Blues highlights the
hidden costs of the pink ribbon as an industry, one in which breast cancer has become merely a brand name with a pink logo. Indeed, while survivors and supporters walk, run, and purchase ribbons for a cure, cancer rates rise, the cancer industry thrives, corporations claim responsible citizenship
while profiting from the disease, and breast cancer is stigmatized anew for those who reject the pink ribbon model. But Sulik also outlines alternative organizations that make a real difference, highlights what they do differently, and presents a new agenda for the future.
1. What Is Pink Ribbon Culture?
2. The Development of Pink Ribbon Culture
I. The Breast Cancer Movement
a. Medical Consumerism
b. Aesthetics and Normalization
c. Investment in a Women's Health Epidemic
d. Solidarity, Fundraising, and Publicity
II. Unintended
Consequences
3. Mixed Metaphors: War, Gender, and the Mass Circulation of Cancer Culture
I. The Masculine and Feminine Ethos of American Cancer Culture
a. LIVESTRONG and the Masculine Ethos
b. Gilda's Club and the Feminine Ethos
II. Pink Femininity
a. Pink Femininity in the
PRC
b. The She-ro
4. Consuming Pink: Mass Media and the Conscientious Consumer
I. The Special Role of Women's Magazines
II. The Breast Cancer Audience
III. Branding and the Niche Market of the Socially Aware
IV. Warriors in Pink
V. The Breast Cancer Brand
a. Fear and
the Pink Menace
b. Hope and Faith in Breast Cancer Awareness
c. Goodness, Fundraising, and the Pink Lifestyle
VI. Komen's New Logo
5. Consuming Medicine, Selling Survivorship
I. The Breast Cancer Industry
II. Disease Classification
III. Medical Technology
a. The
Benefits of Mammography
b. The Risks of Mammography
c. Cost/Benefit Analysis
d. Screening Programs and the Makers of the Machines
IV. Big Pharma
V. Industry Ties to Advocacy
6. Optimism, Selfishness, and Guilt
I. Ruby's Story
II. "Becoming" a Breast Cancer Survivor:
Learning the Rules
III. Feeling Rule 1: Optimism
a. Incorporation of the She-ro
b. Rejecting the She-ro
IV. Feeling Rule 2: Selfishness
a. She-roic Selfishnes (i.e., Rational Coping Strategy)
b. Selfishness as Confessional
V. Feeling Rule 3: Guilt
a. The Inadequate
She-ro
b. Embodied Social Stigma
c. Family Disruption
7. The Balancing Act
I. Taking Care of Myself
II. The Balancing Act
a. Setting Boundaries
b. Accepting Help
c. Asking for Help
III. Balancing the Sisterhood
IV. Final Thoughts
8. Shades of Pink
I.
The Limiting Nature of Words
II. Narrating One's Illness
a. Realism and Transcendent Subversion
b. The Picture Outside the Frame
c. The Terrible Stories
9. Re-Thinking Pink Ribbon Culture
I. "Not Just Ribbons"
II. "Think Before You Pink"
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Gayle A. Sulik is a medical sociologist and Assistant Professor of Sociology and Women's Studies at Texas Woman's University.
