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Images, femininity and cancer: an analysis of an international patient education programme

Catherine Phillips

University of Plymouth, UK, catherine.phillips{at}plymouth.ac.uk

This article is an analysis of a cancer patient education programme run by cosmetic companies. I focus on an analysis of imagery, arguing that there are particular discursive elements that the cosmetic companies use in order to make productive the relationship between femininity and cancer. I contextualize this education programme by presenting the controversies regarding cosmetics as they relate to the growth of breast tumours. In doing so, I conclude that conversations and questions about a link between chemicals and cancer are subverted by both `horror' narratives of cancer and the provocative use of standards of beauty. Such discursive dominance in patient education programmes makes it difficult to engage in a more public understanding of cancer growth as affected by cosmetic chemicals.

Key Words: breast cancer • cultural theory • femininity • parabens • patient education

Health:, Vol. 13, No. 1, 67-85 (2009)
DOI: 10.1177/1363459308097361
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