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REPRODUCING NEOLIBERAL BREAST CANCER AWARENESS: a DISCOURSE ANALYSIS of PINKWASHING CAMPAIGNS by Rebecca Elizabeth Robinson

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REPRODUCING NEOLIBERAL BREAST CANCER AWARENESS: a DISCOURSE ANALYSIS of PINKWASHING CAMPAIGNS by Rebecca Elizabeth Robinson REPRODUCING NEOLIBERAL BREAST CANCER AWARENESS: A DISCOURSE ANALYSIS OF PINKWASHING CAMPAIGNS By Rebecca Elizabeth Robinson A Thesis Presented to The Faculty of Humboldt State University In Partial Fulfillment of the Requirements for the Degree Master of Arts in Social Sciences: Environment and Community Committee Membership Dr. Mark Baker, Committee Chair Dr. Sarah Ray, Committee Member Brenna Davis, Committee Member Dr. Mark Baker, Graduate Coordinator May 2016 ABSTRACT REPRODUCING NEOLIBERAL BREAST CANCER AWARENESS: A DISCOURSE ANALYSIS OF PINKWASHING CAMPAIGNS Rebecca Elizabeth Robinson This thesis examines conventional approaches to addressing breast cancer within the United States, as they are reinforced by breast cancer awareness campaigns. Through these campaigns, companies and organizations emphasize the importance of making people aware of the disease and raising money for research by hosting fundraising events and selling consumer products. Additionally, campaign events, educational material, marketing, merchandise, and social media activity reinforce a dominant discourse around breast cancer, composed of the following elements: spreading awareness, pink ribbon products, saving breasts, optimism and survivorship, a search for the cure, early detection (mammography), and individual responsibility. This discourse bears the legacy of early cancer awareness-spreading efforts and corporatized philanthropy, situated within a neoliberal capitalist society that values scientific innovation and marketplace freedoms over environmental and human well- being. Within such a context, the mainstream discourse becomes a powerful rhetoric that maintains the dominance of industry over the public, and consequently, obscures corporate responsibility for environmentally linked cancers. Using the lens of Critical Discourse Analysis (CDA), I examine three case studies to illuminate the ways in which they reinforce the key elements of the mainstream ii discourse. The first case study is the Breast Cancer Site and their associated Facebook page. The second case study is the NFL’s annual Crucial Catch Campaign. The third case study, which I label Fossil Fuel and Toxic Polluters, includes Avon, Estée Lauder, Chevrolet, and Ford. This study contributes to growing body of scholarship critiquing breast cancer awareness activities, which is an essential step in dismantling the stronghold companies have on efforts to address the breast cancer epidemic. The level of normalcy afforded to pink ribbon products and fundraising activities makes it difficult for the public to ask critical questions and understand why this approach is problematic. Therefore, this thesis aims to articulate how and why these activities are not only ineffective, but also damaging to real progress towards preventing and eliminating breast cancer as a disease that threatens individuals, families, and communities. My hope is that through my own analysis, the reader will gain a new understanding and new ways of thinking about these complex issues. iii ACKNOWLEDGEMENTS I want to thank my wonderful parents who have been so supportive throughout my academic career and have pushed me to achieve my goals and find my passions in life. Thank you to my sister, who has shown true strength and grace in her own life, has been a constant source of encouragement and has inspired me to pursue a meaningful career in public health and sustainability. Thank you to my beautiful puppy and loyal companion Kodi. She has been so supportive and patient with my late nights and long hours of work. Thank you to my thesis committee professors, Dr. Mark Baker and Dr. Sarah Ray, for all of your help. Last, but certainly not least, thank you to my former supervisor and current committee member, Brenna Davis. She has been a wonderful mentor and teacher; without her encouragement, guidance, and advocacy, I would not be where I am today. iv TABLE OF CONTENTS Abstract ............................................................................................................................... ii Acknowledgements ............................................................................................................ iv Table of Contents ................................................................................................................ v List of Appendices ............................................................................................................ vii Chapter One: Introduction .................................................................................................. 1 Chapter Two: Conceptual Framework ................................................................................ 4 Critical Discourse Analysis ............................................................................................. 4 Neoliberalism .................................................................................................................. 7 Chapter Three: History of Breast Cancer Activism and Formation of Current Culture ... 12 Chapter Four: Critical Perspectives on Dominant Breast Cancer Discourse .................... 19 Everything Pink ............................................................................................................. 20 Awareness Alone........................................................................................................... 23 Femininity and Beauty .................................................................................................. 24 Survivorship and Optimism .......................................................................................... 26 …For the Cure ............................................................................................................... 27 Early Detection is Your Best Protection ....................................................................... 28 Individual Responsibility .............................................................................................. 31 Chapter Five: Methods and case study overview/data ...................................................... 35 Positionality ................................................................................................................... 35 Methods ......................................................................................................................... 36 Using CDA: linguistics and discourse ....................................................................... 37 Social semiotics ......................................................................................................... 37 Advertisement analysis .............................................................................................. 38 Popular Media Representation of Breast Cancer .......................................................... 39 Case Studies and Data/Document Collection................................................................ 40 Case Study #1: The Breast Cancer Site/Facebook Page ............................................ 41 Case Study #2: The NFL’s Crucial Catch Campaign ................................................ 43 v Case Study #3: Fossil Fuel & Toxic Polluters ........................................................... 45 Chapter Six: Analysis and Discussion .............................................................................. 48 Consumerism and Empty Awareness ............................................................................ 49 Femininity and Beauty .................................................................................................. 55 Survivorship and Optimism .......................................................................................... 59 Early Detection, Risk, and Individual Responsibility ................................................... 66 Chapter Seven: Conclusion ............................................................................................... 72 References ......................................................................................................................... 79 Primary Sources ............................................................................................................ 79 Secondary Sources ........................................................................................................ 86 Appendices ........................................................................................................................ 99 Appendix A Abbreviations............................................................................................ 99 Appendix B Key Terms............................................................................................... 100 Appendix C Toxic Chemical Links ............................................................................. 101 Appendix D Case Study One Images .......................................................................... 103 Appendix E Case Study Two Video List .................................................................... 111 Appendix F Case Study Three Images ........................................................................ 112 vi LIST OF APPENDICES Appendix A Abbreviations ............................................................................................... 99 Appendix B Key Terms .................................................................................................. 100 Appendix C Toxic Chemical Links ................................................................................ 101
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