Breast Cancer: The Pink Culture

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Today, breast cancer has been reconfigured from a stigmatized disease to an epidemic worthy of research (King, 2004). Due to the prevalence of the disease in society, this shift has resulted in the formation of a breast-cancer culture, and a re-framing of the experience of the disease from a subjective experience into a war metaphor. Women with breast cancer are rarely seen as ‘patients’ and more as ‘survivors’ (King, 2004). The further cultural re-framing of the disease has given rise to ‘pink culture.’ Described by Ehrenreich (2001) as “the infantilizing theme in breast-cancer culture [as] represented by the teddy bears, the crayons, and the prevailing pinkness” (p. 52), ‘pink culture’ is the pervasive mechanism by which the discourse and …show more content…

Today, the prevailing image of a breast cancer patient is overwhelmingly one of a survivor who is happy, cheerful, and thriving. As Ehrenreich (2001) explains, feminizing the disease with the color pink has reinforced gendered expectations about how women are supposed to experience breast cancer (p. 48). Breast cancer discourse presents women with the disease as militants in an army ready to fight breast cancer (Din, 2011). The extension of this framing, then, is that women who chose not to fight the disease are seen as weak (Din, 2011). In this cultural framing of the breast cancer experience, the choice presented to women is one of either individual responsibility or social isolation from the breast cancer movement, alienating any woman whose subjective experience of breast cancer is not an optimistic one that aligns with the normative feminine expectations as represented by the pink …show more content…

52). All other experiences of the disease not only do not find expression in social constructions of the disease, but are also stigmatized. This moralizing apparatus is also reflected through the celebration of breast cancer survivors (Din, 2011). As ‘pink culture’ celebrates survivors, this, in turn, results in those who are in the process of dying from stage IV cancer to suffer from the widespread belief that they are ‘losers’ in the ‘battle’ with cancer (Din, 2011). As a result, the various nuanced and individual experiences of the disease and its possible terminal end are regulated through this militant metaphor with little to no room for the cultural expression of any other experience including the subjective experience of death (Ehrenreich, 2001, p.

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