Pink Ribbon Blues : How Breast Cancer Culture Undermines Women's Health

Medical sociologist Gayle A. Sulik reveals the hidden costs of the pink ribbon as an industry, one in which breast cancer functions as a brand name with a pink ribbon logo. Based on historical and ethnographic research, analysis of awareness campaigns and advertisements, and hundreds ofinterviews, Pink Ribbon Blues shows that while millions walk, run, and purchase products for a cure, cancer rates continue to rise, industry thrives, and breast cancer is stigmatized anew for those who reject the pink ribbon model. Even as Sulik points out the flaws of "pink ribbon culture," sheoutlines the positives and offers alternatives. The paperback includes a new Introduction investigating Susan G. Komen for the Cure and a color insert with images of, and reactions to, the pinking of breast cancer. Contents......Page 20 ONE: WHAT IS PINK RIBBON CULTURE?......Page 26 TWO: THE DEVELOPMENT OF PINK RIBBON CULTURE......Page 50 The Breast Cancer Movement......Page 51 Medical Consumerism......Page 54 Aesthetics and Normalization......Page 58 A Cause of Epidemic Proportions, and the Rise of Pink October......Page 68 Solidarity, Fundraising, and Publicity......Page 72 Unintended Consequences......Page 80 THREE: MIXED METAPHORS: WAR, GENDER, AND THE MASS CIRCULATION OF CANCER CULTURE......Page 96 LIVESTRONG and the Masculine Ethos......Page 101 Gilda’s Club and the Feminine Ethos......Page 107 Pink Femininity......Page 112 Pink Femininity in Breast Cancer Culture......Page 117 The She-ro......Page 124 FOUR: CONSUMING PINK: MASS MEDIA AND THE CONSCIENTIOUS CONSUMER......Page 134 The Special Role of Women’s Magazines......Page 136 The Breast Cancer Audience......Page 143 Branding and the Niche Market of the Socially Aware......Page 148 Warriors in Pink......Page 152 The Breast Cancer Brand......Page 156 Fear and the Pink Menace......Page 157 Hope and Faith in Breast Cancer Awareness......Page 161 Goodness, Fundraising, and the Pink Lifestyle......Page 164 Komen’s New Logo......Page 169 FIVE: CONSUMING MEDICINE, SELLING SURVIVORSHIP......Page 180 The Breast Cancer Industry......Page 183 Disease Classification......Page 186 Medical Technology......Page 194 The Benefits of Mammography......Page 196 The Risks of Mammography......Page 204 Cost/Benefit Analysis......Page 209 Screening Programs and the Makers of the Machines......Page 212 Big Pharma......Page 218 Industry Ties to Advocacy......Page 226 Ruby’s Story......Page 248 “Becoming” a Breast Cancer Survivor: Learning the Rules......Page 252 Incorporation of the She-ro......Page 254 Rejecting the She-ro......Page 260 Feeling Rule 2: Selfishness......Page 267 She-roic Selfishness (i.e., Rational Coping Strategy)......Page 268 Selfishness as Confessional......Page 274 Feeling Rule 3: Guilt......Page 280 The Inadequate She-ro......Page 281 Embodied Social Stigma......Page 284 Family Disruption......Page 287 Conclusion......Page 290 SEVEN: THE BALANCING ACT......Page 296 Taking Care of Myself......Page 300 The Balancing Act......Page 310 Setting Boundaries......Page 311 Accepting Help......Page 317 Asking for Help......Page 323 Balancing the Sisterhood......Page 328 Final Thoughts......Page 333 EIGHT: SHADES OF PINK......Page 338 The Limiting Nature of Words......Page 340 Narrating One’s Illness......Page 344 Realism and Transcendent Subversion......Page 349 The Picture Outside the Frame......Page 358 The Terrible Stories......Page 361 NINE: RETHINKING PINK RIBBON CULTURE......Page 380 “Not Just Ribbons”......Page 389 “Think Before You Pink”......Page 392 A......Page 404 B......Page 405 C......Page 407 D......Page 409 E......Page 410 F......Page 411 G......Page 412 I......Page 413 L......Page 414 M......Page 416 N......Page 417 O......Page 418 P......Page 419 R......Page 420 S......Page 421 T......Page 423 W......Page 424 Z......Page 425 The Author Discuses How The Pink Ribbon Campaign Raised Awareness Of Breast Cancer, Argues That Woman's Health Has Not Improved With The Campaign, And Examines Alternative Organizations That Tackle Breast Cancer Issues Differently. What Is Pink Ribbon Culture? -- The Development Of Pink Ribbon Culture: The Breast Cancer Movement ; Medical Consumerism ; Aesthetics And Normalization ; A Cause Of Epidemic Proportions, And The Rise Of Pink October ; Solidarity, Fundraising, And Publicity ; Unintended Consequences -- Mixed Metaphors : War, Gender, And The Mass Circulation Of Cancer Culture: The Masculine And Feminine Ethos Of American Cancer Culture ; Livestrong And The Masculine Ethos ; Gilda's Club And The Feminine Ethos ; Pink Femininity ; Pink Femininity In Breast Cancer Culture ; The She-ro -- Consuming Pink : Mass Media And The Conscientious Consumer: The Special Role Of Women's Magazines ; The Breast Cancer Audience ; Branding And The Niche Market Of The Socially Aware ; Warriors In Pink ; The Breast Cancer Brand ; Fear And The Pink Menace ; Hope And Faith In Breast Cancer Awareness ; Goodness, Fundraising, And The Pink Lifestyle ; Komen's New Logo --^ Consuming Medicine, Selling Survivorship: The Breast Cancer Industry ; Disease Classification ; Medical Technology ; The Benefits Of Mammography ; The Risks Of Mammography ; Cost/benefit Analysis ; Screening Programs And The Makers Of The Machines ; Big Pharma ; Industry Ties To Advocacy -- Under The Pink : Optimism, Selfishness, And Guilt: Ruby's Story ; Becoming A Breast Cancer Survivor : Learning The Rules ; Feeling Rule I : Optimism ; Incorporation Of The She-ro ; Rejecting The She-ro ; Feeling Rule 2 : Selfishness ; She-roic Selfishness (i.e., Rational Coping Strategy) ; Selfishness As Confessional ; Feeling Rule 3 : Guilt ; The Inadequate She-ro ; Embodied Social Stigma ; Family Disruption -- The Balancing Act: Taking Care Of Myself ; The Balancing Act ; Setting Boundaries ; Accepting Help ; Asking For Help ; Balancing The Sisterhood ; Final Thoughts --^ Shades Of Pink: The Limiting Nature Of Words ; Narrating One's Illness ; Realism And Transcendent Subversion ; The Picture Outside The Frame ; The Terrible Stories -- Rethinking Pink Ribbon Culture: Not Just Ribbons ; Think Before You Pink. Gayle A. Sulik. Includes Bibliographical References And Index. 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. 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. It presents a thought-provoking and probing argument against the industry of awareness-raising and includes stories from real-life breast cancer survivors and caregivers who have struggled with the pink ribbon ideal.