Competing Discourses Surrounding the Pink Ribbon Industry

         I chose to explore the competing discourses that surround pink ribbon culture. In my paper, I discussed the ways in which traditional breast cancer awareness organizations, such as Susan G. Komen and the Avon Foundation Breast Cancer Crusade, frame the disease through metaphors such as “medicine is war” and “diagnosis is health”. I found that through these metaphors women are pushed continuously to get tested and live a life free of risk factors for the disease. They present detection and action as the only ways to “battle” cancer, putting a great deal of responsibility on women to take charge of their health and encouraging an entrepreneurial culture. One of the most interesting concepts I came across was these organizations’ use of numbers. They always advocate to women by presenting how old most women are when they are diagnosed, how likely a woman is to get cancer, and other statistics to create ethos around their cause. Through this method, they also advocate for the work they are doing as an organization, asking for support, action, and donations by stating how much money they’ve raised, how many events they’ve sponsored and in how many cities, and how many volunteers they have. However, even with factual numbers, these statistics are framed through terministic screens designed to select, reflect, and deflect only the information that the organizations want the consumer to see. Numbers have little meaning until they are presented in context and given a frame of reference. I chose to explore these organizations use of numbers and how they’re used to garner support for the pink ribbon industry

            I also looked into opposing literature that aims to dismember some of the misconceptions that are created through the language used by the traditional groups. Organizations like Breast Cancer Action, as well as many other publications, have brought attention to the misrepresentations that often occur when promoting the support of the pink ribbon industry. I found that these organizations also employ numbers but with an opposite effect. They use them to deplete credibility of the traditional organizations by drawing attention to aspects like how much money is actually given to research and offer alternative ways to interpret data. I also found consistent messages that highlight companies claiming to support breast cancer, yet still use chemicals that cause it. They also highlight products, like alcohol, that often sport the pink ribbon logo, despite the fact that the product itself can increase the risk of getting the disease. These messages encourage consumers to “think before they pink” and become more responsible for their interpretations of information and promotions from traditional breast cancer awareness groups by presenting a countering view to normal pink ribbon discussions.

 

 
        Below is an image of Breast Cancer Action's website that asks for support in "ending the breast cancer epidemic":

I chose to complete this project because I felt this topic epitomized what this class has been about. It exemplifies the persuasion that is evident in each facet of the medical institution that we all deal with on a day to day basis, consciously or not. Prior to this class, I had no idea that pink ribbon industry criticisms existed. I only saw what was presented by the traditional breast cancer awareness organizations. Comparing these two discourses really emphasized the effect that rhetoric has on how we interpret information. It highlights the need for members of society to become informed consumers, especially as we make decisions in the medical institution.

Discussion Questions:

1.      In what ways do the traditional breast cancer awareness organizations support Dubrwiny’s concept of the vulnerable empowered woman?

2.      How do both discourses, despite their opposition to one another, exemplify Thorton’s concepts of an entrepreneurial rationale and optimization?

3.      What other industries and movements can you think of that use numbers as tools of persuasion? What other tools of rhetoric do they employ?