The Politics Of Breast Cancer

The commercialization of the breast cancer movement is challenged in this analysis of how breast cancer has been transformed from a stigmatized disease and individual tragedy to a market-driven industry of survivorship.

For nearly forty years, feminists and patient activists have argued that medicine is a deeply individualizing and depoliticizing institution. According to this view, medical practices are incidental to people’s transformation from patients to patient activists. The Biopolitics of Breast Cancer turns this understanding upside down. Maren Klawiter analyzes the evolution of the breast cancer movement to show the broad social impact of how diseases come to be medically managed and publicly administered. Examining surgical procedures, adjuvant therapies, early detection campaigns, and the rise in discourses of risk, Klawiter demonstrates that these practices created a change in the social relations-if not the mortality rate-of breast cancer that initially inhibited, but later enabled, collective action. Her research focuses on the emergence and development of new forms of activism that range from grassroots patient empowerment to environmental activism and corporate-funded breast cancer awareness. The Biopolitics of Breast Cancer opens a window onto a larger set of changes currently transforming medically advanced societies and ultimately challenges our understanding of the origins, politics, and future of the breast cancer movement. Maren Klawiter holds a PhD in sociology from the University of California, Berkeley. She is currently pursuing a law degree at Yale University.

Between 1990 and 1993, breast cancer activism became a significant political movement. The issue began to receive extensive media attention, and federal funding for breast cancer research jumped dramatically. Describing the origins of this surge in interest, Maureen Hogan Casamayou attributes it to the emergence of politically potent activism among breast cancer survivors and their supporters. Exploring the creation and development of the National Breast Cancer Coalition (NBCC), she shows how many of its key leaders were mobilized by their own traumatic experiences with the disease and its treatments. Casamayou details the NBCC’s meteoric rise and impressive lobbying efforts, explaining how—in contrast to grassroots movements founded by dedicated individuals—the coalition grew from the simultaneous efforts of a network of women who invested their time, energy, money, and professional skills in the fight for increased funding for breast cancer research. This multiple leadership—or collective entrepreneurialism, says Casamayou—was crucial to the NBCC’s success framing the issue in the minds of the public and policymakers alike.

“Samantha King explains how, beyond being an all-too-frequent and still-too-lethal disease for many women, breast cancer is a corporate dream come true.” —Herizons “Fascinating. King’s deft and thoughtful interpretation of the pink ribbon phenomenon is an important wake-up call. Going against the grain, she takes a clear-eyed look at a trend that often seems to outshine the disease that put it on the map.” —Women’s Review of Books “King’s criticisms of breast-cancer philanthropy provide a new means of looking at one of our culture’s most celebrated causes. For anyone who has ever squirreled away yogurt lids for the cause, Pink Ribbons, Inc. is food for thought.” —Bitch “A fascinating read for anyone whose life has been touched by breast cancer.” —Curve “Breast cancer advocacy is being transformed from meaningful civic participation into purchasing products. To understand the personal, social, and political costs, read this book.” —Barbara Brenner, Executive Director of Breast Cancer Action In Pink Ribbons, Inc., Samantha King traces how breast cancer has been transformed from a stigmatized disease and individual tragedy to a market-driven industry of survivorship. Here, for the first time, King questions the effectiveness and legitimacy of privately funded efforts to stop the epidemic among American women. Highly revelatory-at times shocking-Pink Ribbons, Inc. challenges the commercialization of the breast cancer movement. Samantha King is associate professor of physical and health education and women’s studies at Queen’s University, in Kingston, Ontario

And she tells us about research on diet, exercise, and other precautionary measures that might help prevent the disease.

As late as the 1980s, breast cancer was a stigmatized disease, so much so that local reporters avoided using the word "breast" in their stories and early breast cancer organizations steered clear of it in their names. But activists with business backgrounds began to partner with corporations for sponsored runs and cause-marketing products, from which a portion of the proceeds would benefit breast cancer research. Branding breast cancer as "pink"--hopeful, positive, uncontroversial--on the products Americans see every day, these activists and corporations generated a pervasive understanding of breast cancer that is widely shared by the public and embraced by policymakers. Clearly, they have been successful: today, more Americans know that the pink ribbon is the symbol of breast cancer than know the name of the vice president. Hiding Politics in Plain Sight examines the costs of employing market mechanisms--especially cause marketing--as a strategy for change. Patricia Strach suggests that market mechanisms do more than raise awareness of issues or money to support charities: they also affect politics. She shows that market mechanisms, like corporate-sponsored walks or cause-marketing, shift issue definition away from the contentious processes in the political sphere to the market, where advertising campaigns portray complex issues along a single dimension with a simple solution: breast cancer research will find a cure and Americans can participate easily by purchasing specially-marked products. This market competition privileges even more specialized actors with connections to business. As well, cooperative market activism fundamentally alters the public sphere by importing processes, values, and biases of market-based action into politics. Market activism does not just bring social concerns into market transactions, it also brings market biases into public policymaking, which is inherently undemocratic. As a result, industry and key activists work cooperatively rather than contentiously, and they define issues as consensual rather than controversial, essentially hiding politics in plain sight.