• Rebecca J Haines, Joan L Bottorff, Stephanie Barclay McKeown, Erin Ptolemy, Joanne Carey, and Kelli Sullivan.
• University of British Columbia, Vancouver, British Columbia, Canada. rebecca.haines@nursing.ubc.ca
• Qual Health Res. 2010 Jun 1; 20 (6): 731-42.

AbstractEvidence linking both active smoking and secondhand smoke exposure to premenopausal breast cancer makes the development of health messages specific to younger women a pressing priority. To determine how to communicate information about this modifiable breast cancer risk to young women, we analyzed a selection of 32 recent English-language breast cancer messages and campaigns that targeted young women. In addition, we obtained young women's responses to three breast cancer campaign images during focus group discussions. A visual analysis of messages points to an explicitly gendered discourse within contemporary campaigns, one that entails conflicting messages regarding breast cancer, health, feminine beauty, and risk. Although the intent might be to educate and empower young women to "fight" against breast cancer, paradoxically, the messages employ imagery that sexually objectifies young women's breasts and bodies. Recommendations are made for messaging about tobacco and breast cancer risk to avoid reproducing one-dimensional or stereotypical presentations of gender and femininity.

21 keywords...

hide…