Breast Cancer and Consumerism

Pink Femininity

Breast cancer culture stems from consumerist values masquerading as feminism. In the breast cancer economy of goods, one can buy to support research and education. There is a vast selection of pink goods and infantilizing items available. There are multiple stereotypes about femininity and gender roles that are displayed in breast cancer culture. The most widely recognized symbol associated with Breast Cancer is the pink ribbon. However, the pink ribbon is more of an accessory and a statement than something reall that gives to this cause in a meaningful way. Colour is important to note because it is a cultural symbol and its visual meaning. Western society lives in a visually driven culture and pink makes associations and connections to other areas in Western society. There is an appropriation of 'princess pink' that is used to sell goods under the guise of raising money for research.

Publicity of Breasts and of the Pink Ribbon

Breasts are considered one of the most feminine physical traits that is associated with traditional femininity. Breasts are also visually apparent from outsiders, you can view others breasts. This is different than ovarian or cervical cancer, there is not a visual recognition of those body parts. This also has a connection to the publicness of the pink ribbon. The most effective marketing of the pink ribbon has been to display the ribbon on jewelry, cosmetics and beauty products, and clothing. This is the visual appeal. It is not appeared on items one uses in private. Both breasts and the ribbon are public goods, society has fetishized breasts and made them sexual objects. Objects can be viewed and sold, and therefore have made breasts a commodity in the eye of the viewer. Through neoliberalism, people are products to make the end means and thus the consumerism of illness and breast cancer increases with its visibility.

Neoliberalism

At the basis of neoliberalism, is the belief that individuals are rational and thus are in charge of what happens to them and can be responsible for those choices. It places importance on the individual choices that one can make. This is displayed in breast cancer culture. Breast cancer culture shows women talking about their personal stories, and we hold the [[ http://fap.sagepub.com.ezproxy.library.ubc.ca/content/24/4/521.full.pdf%7Cresponsibility]] on the shoulders of women to prevent themselves from getting cancer. This includes making lifestyle choices that reduce the risk level for breast cancer, during self-breast exams, and holding your medical fate in the responsibility of that individual. Feminists who critique the individuality and the blame placed on people, not other systems operating in society, have spoken out and wrote their own accounts of the limits of 'pink culture'. When the responsibility is placed on the women to survive breast cancer, corporations that may cause and affect rates of breast cancer, and medical systems, are not at fault. That shows the neoliberal values in which individuals are responsible for what happens to them. Feminists have and should respond by writing their own accounts of breast cancer, interactions with breast cancer culture, and write without a neoliberal lens.

Susan G Komen Critiques

The Susan G Komen foundation in the United States is a company that aims to educate and raise awareness about breast cancer. The use of the pink colour for marketing is something that the company has capitalized on. On the website, there are many items available to buy in which some of the funds are used for breast cancer and awareness and research. The company however, has received criticism by feminists and others who believe the excessive use of pink and infantilizing items contribute to damaging gendered stereotypes. The company has been criticized by creating victims of females, and creating heroes out of men. The men who advocate and fight for women are praised, and women are the sick victims from cancer. This is despite all genders experience breast cancer. The men are always mentioned in terms of helping women. Susan G Komen is accused of promoting and benefitting from corporate pinkwashing. Susan G Komen produces stereotypical views of what women do, and what males do. This delivers a patriarchal message to its branding and delivery, and furthers the agenda of the traditional power structure.

Conclusion

Breast cancer culture should be a diverse range of experiences and lived learning times. However, the oppressive un-feminist systems that Breast Cancer culture exists and flourishes in is a result of the power structures that exist in society that may be seen or unseen. Feminism can work to unpack these gendered experiences and cataloguing illness to show illness in a real, unaltered way.