Pink Ribbon Blues by Gayle A. SulikPink Ribbon Blues by Gayle A. Sulik

Pink Ribbon Blues

byGayle A. Sulik

Paperback | September 12, 2012

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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 A. Sulik shows that although "pink ribbon culture" has brought breast cancer advocacy muchattention, 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 Blueshighlights the hidden costs of the pink ribbon as an industry, one in which breast cancer has become merely a brand name with a pink ribbon logo. Indeed, while survivors and supporters walk, run, and purchase pink products for a cure, cancer rates rise, the industry thrives, and breast cancer isstigmatized anew for those who reject the cheerful, pink ribbon model. Even as Sulik points out the flaws of this system, she outlines alternatives and presents a new agenda for the future. The paperback edition includes a new prologue on the recent developments in breast cancer culture involving Susan G. Komen for the Cure as well as a new four-page color insert with images of pink culture and compelling reactions to its messaging.
Gayle A. Sulik, MA, PhD, is an independent social science researcher, writer, and health advocate affiliated with the University at Albany (SUNY). She was a 2008 Fellow of the National Endowment for the Humanities for her research on breast cancer culture.
Title:Pink Ribbon BluesFormat:PaperbackDimensions:440 pages, 8.25 × 5.5 × 0.68 inPublished:September 12, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199933995

ISBN - 13:9780199933990

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Table of Contents

Prologue1. What Is Pink Ribbon Culture?2. The Development of Pink Ribbon CultureI. The Breast Cancer Movementa. Medical Consumerismb. Aesthetics and Normalizationc. Investment in a Women's Health Epidemicd. Solidarity, Fundraising, and PublicityII. Unintended Consequences3. Mixed Metaphors: War, Gender, and the Mass Circulation of Cancer CultureI. The Masculine and Feminine Ethos of American Cancer Culturea. LIVESTRONG and the Masculine Ethosb. Gilda's Club and the Feminine EthosII. Pink Femininitya. Pink Femininity in the PRCb. The She-ro4. Consuming Pink: Mass Media and the Conscientious ConsumerI. The Special Role of Women's MagazinesII. The Breast Cancer AudienceIII. Branding and the Niche Market of the Socially AwareIV. Warriors in PinkV. The Breast Cancer Branda. Fear and the Pink Menaceb. Hope and Faith in Breast Cancer Awarenessc. Goodness, Fundraising, and the Pink LifestyleVI. Komen's New Logo5. Consuming Medicine, Selling SurvivorshipI. The Breast Cancer IndustryII. Disease ClassificationIII. Medical Technologya. The Benefits of Mammographyb. The Risks of Mammographyc. Cost/Benefit Analysisd. Screening Programs and the Makers of the MachinesIV. Big PharmaV. Industry Ties to Advocacy6. Optimism, Selfishness, and GuiltI. Ruby's StoryII. "Becoming" a Breast Cancer Survivor: Learning the RulesIII. Feeling Rule 1: Optimisma. Incorporation of the She-rob. Rejecting the She-roIV. Feeling Rule 2: Selfishnessa. She-roic Selfishnes (i.e., Rational Coping Strategy)b. Selfishness as ConfessionalV. Feeling Rule 3: Guilta. The Inadequate She-rob. Embodied Social Stigmac. Family Disruption7. The Balancing ActI. Taking Care of MyselfII. The Balancing Acta. Setting Boundariesb. Accepting Helpc. Asking for HelpIII. Balancing the SisterhoodIV. Final Thoughts8. Shades of PinkI. The Limiting Nature of WordsII. Narrating One's Illnessa. Realism and Transcendent Subversionb. The Picture Outside the Framec. The Terrible Stories9. Re-Thinking Pink Ribbon CultureI. "Not Just Ribbons"II. "Think Before You Pink"