Intertext

Volume 22 Issue 1 2014 Article 22

2014

Cashing in on the Ribbon

Soleil Young Syracuse University

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Cashing in on the Pink Ribbon Soleil Young

r. Olufunmilayo Olopade, director and touting its support of breast re- of the Cancer Risk Clinic at the search. The topic of , an issue DUniversity of Chicago, commented over which women took to the streets in the on Month: “It’s a 1990s, has become comfortably entrenched great thing that women are more aware, but in the culture of corporations and the main- awareness is different from actually doing stream media. Corporations have taken con- something about it.” There is perhaps no trol of the public discourse on breast cancer more accurate quote to describe the over- and have become an essential part of the all publicity surrounding breast cancer. It is news abuse that focuses the conversation on hard to turn anywhere during October with- the harmless, “feminine” side of the disease. out seeing some kind of commercial product This in turn promotes misogynistic ideals or organization sporting a pretty pink ribbon and channels women’s anger into consum-

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erism. The media and corporations can eas- what kind of research it’s going to pay for, ily twist breast cancer awareness to support or what organization will receive the funds. post-feminist ideas and “hipster ,” According to the Think Before You Pink while enlarging their profits. organization, any company can put a pink Since its inception, the pink ribbon has ribbon on its products, “as the pink ribbon been a corporate symbol. It was first used to is not regulated by any agency.” The organi- stand for breast cancer awareness and pre- zation cites as an example the Dansko Shoe vention by the makeup conglomerate Estée Company, which in 2010 promoted the sale Lauder in the 1990s. Charlotte Haley, who of “pink ribbon” clogs. Dansko’s implication worked for the National Cancer Institute that it would donate money from the sale of and had begun a peach ribbon campaign to the clogs to breast cancer research was in fact raise awareness about how little research was false, as it had already set aside a $25,000 do- being done on cancer prevention, was ap- nation for the Susan G. Komen Foundation proached by the Estée Lauder Corporation, for the Cure that did not rely upon the sale which wanted to use her ribbon on its prod- of the shoes. Even if a company does do- ucts. She refused, and the company decided nate part of the proceeds from the sale of to use a ribbon of a different color instead a product to breast cancer research, the dol- to get around the issue of legal ownership. lar amount might be very small (for instance, After Estée Lauder carried out focus group Yoplait encouraged consumers to send in testing, the company found that pink was the the cap from a Yoplait yogurt cup and then color to which women responded most, as donated five cents for each cap received), or they found it to be thee most comforting, re- there might be a limit on the proceeds donat- assuring, and nonthreatening color (Pink Rib- ed. Many breast cancer activists and feminists bons, Inc.). The campaign worked, and accord- have been particularly critical of companies ing to the film Pink Ribbons, Inc., this was the using consumers’ purchases to fund breast first instance of a corporation’s engaging in cancer–related donations, claiming that it is the kind of product-related “philanthropy” easier and more worthwhile to have people wherein partial donations from the sale of a simply send in a $10 check to an organiza- product go to support some cause. Since this tion (Pink Ribbons, Inc.). Instead, companies first pink ribbon campaign, many other com- use the cause of breast cancer awareness as panies have begun to do the same thing, most a way to convince people to buy their prod- also using the pink ribbon. The fact that the uct as opposed to that of a competitor. It’s a issue of breast cancer “awareness” became classic oligopoly marketing strategy in which popularized in this way reflects how well the a creates an image or promotes itself topic was manipulated by corporations and in order to lure buyers. the media to serve their own interests. An offshoot issue arising from this cor- The use of breast cancer as “cause mar- poratization is the misuse of research funds. keting”—partnering between profit business Most Americans think of “research” as a and non-profit organizations—is most obvi- blanket term and assume the money dedicat- ous in the shady dealings involving research ed to it is being put to good use. As Barbara money that is raised in relation to breast can- A. Brenner, executive director of Breast Can- cer. When you buy a “pink ribbon” product, cer Action of San Francisco, noted in Pink there is often no guarantee of how much Ribbons, Inc., the notion that throwing money

Layout by Tevion Johnson. “Breast Cancer Awareness Month” by Flickr user khrawlings, CC user Flickr BY 2.0: http://www.flickr.com/photos/khrawlings/5121278274/ khrawlings, by Month” Awareness Cancer “Breast Johnson. Tevion by Layout money (if any) is being given to “research,” at a problem will fix it is a very capitalistic INTERTEXT 2013| 23 INTERTEXT 2014 | 57 https://surface.syr.edu/intertext/vol22/iss1/22 2

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approach, a “quick fix we have come to ex- scientists understood the pathology and eti- pect,” and it contributes to our expectation ology of the disease. By attempting to sim- that we will “win” by donating as much mon- ply “slash, burn and poison” cancer instead ey as possible. Most foundations like to tout of understanding it, researchers are misus- the amount of money they have donated/ ing funds. This may benefit pharmaceutical raised (e.g., “The Susan G. Komen Founda- companies, though, and as long as there are tion has raised more than $1.9 billion in the no real strides in treating breast cancer and fight against breast cancer,” as the organiza- nobody asks what is being gained through tion’s Web page says). It’s odd if one consid- the use of research funds, the companies can ers the fact that these companies are not pub- continue to exploit breast cancer for profit. licizing what has Ironically enough, been accomplished companies that sup- with the research Ironically enough, port breast cancer money. “awareness” and “re- In truth, most search” may well be research is done companies that contributing to the rise on pharmaceuti- in prevalence of the cal products (Pink disease. “Pinkwash- Ribbons, Inc.), drugs ing” (a term coined aimed at prolong- support breast by cancer advocacy ing the lives of group Breast Cancer patients (some- Action, an organiza- times just by a few cancer “awareness” tion dedicated to sup- weeks), and only porting those with 3% of research breast cancer and em- funds are put to- and “research” may phasizing breast can- wards prevention cer as a and the study of problem) refers to a causation. We well be contributing phenomenon in which know very little companies like Avon about breast can- (and even, in one in- cer except that to the rise in stance, the Susan G. there are five or six Komen Foundation) (or maybe more) that claim to support different types, breast cancer aware- and each behaves prevalence of ness actually use car- differently. This cinogens or suspected makes treating the carcinogens in their disease very diffi- the disease. products. Instances cult, and no treat- include such use in ment works for everyone. As Dr. Susan Love, Yoplait products (Yoplait eventually stopped who has done extensive research on breast using it after Think Before You Pink started a cancer, pointed out in Pink Ribbons, Inc., many letter and email campaign against its use). The HIV/AIDS drug advances came about after number of companies that do something simi-

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lar is astounding, but as long as they control (“Why I Do Not Heart Boobies”). Similar how breast cancer is discussed, the public will “awareness” campaigns such as “Save the Ta- never realize the extent of the problem. Pink- Tas” T-shirts, a commercial featuring bounc- washing, the misuse of research funds, and the ing bikini-clad breasts, and a website called corporatization of breast cancer are all forms the “Booby Wall” that collects pictures of of news abuse that companies use to create the breasts in an effort to raise awareness (Clark- prevalent “pink ribbon culture” (Pink Ribbon, Flory, “Boobs to Cure Cancer?”) are all prob- Inc.) we associate with breast cancer and con- lematic for the same reason. They objectify trol the conversation about it for the purpose women and paint the fight against breast can- of making money. cer as a fight to save breasts. Recently, a gos- The “pink ribbon culture” created by cor- sip site whose slogan is “Because Men Think porations is damaging both to women with Differently” reported on a celebrity photo breast cancer, especially Stage IV, and women shoot featuring models lounging naked in without the disease. It perpetrates misogynis- bathtubs. The story began with, “You know tic stereotypes and deflects anger by perpetu- nobody loves breasts more than I do…we ating ideas about how women should behave, don’t just admire, leer, and ogle, we also need which in turn channels anger and potential to preserve, protect, and defend”(Swift). It is into something mundane. The most a blatantly sexist ad, perhaps the worst of- obvious of these issues is the use of misogy- fender of all the campaigns mentioned here. nistic and sexist phrases and ideas in the mar- The campaigns don’t really care about wom- keting of “breast cancer awareness.” The “I en if they are reduced to using misogynis- Love Boobies” campaign, which was launched tic and sexist phrases and slurs, thus helping in 2004 by the Keep A Breast Foundation and perpetuate the idea that women are merely has been reported as selling over a million sex objects and the idea that the sadness of bracelets (Keep A Breast Foundation), is one a death from breast cancer or even a mastec- of the most prevalent among young people. tomy is solely due to the loss of the woman’s According to its mission statement, the pro- “boobies.” gram “puts the message of shame-free breast As mentioned earlier, the color pink was awareness in the global spotlight” (Keep A specifically chosen to represent breast cancer Breast Foundation). A campaign image urg- because women found it the most comfort- ing people to get involved features a woman ing, reassuring, and non-threatening color. clutching her breasts while holding an “I Love Traditionally, women have been viewed as Boobies” flag. One of the foundation’s “art” nurturers, expected to be happy and cheerful projects, featured on its website, is painted all the time, and this is an essential factor con- women’s plaster torsos lacking any heads or tributing to the marginalization of women. legs, showcasing only breasts. Feminists take Charlene Elliot, Ph.D., argues that pink rib- issue with the campaign because it encourages bons piggyback on this general warm and the sexualization of a serious issue and the fuzzy sentimentality around pink and thus reduction of women to simply the parts of present breast cancer awareness as a com- them that the media find sexy. forting thing (Pink Ribbons, Inc.). The “cult of Perhaps Tracy Clark-Flory says it best domesticity”-inspired attitude toward women when she writes that the campaign “simpli- is prevalent in almost every aspect of breast fies the fight against breast cancer as a fight cancer awareness, prevention, and research to save breasts. Not people, but breasts” organizations as well as in how the media INTERTEXT 2014 | 59 https://surface.syr.edu/intertext/vol22/iss1/22 4

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portrays them and their events. Rhetoric and main discourse on breast cancer awareness, stories in the breast cancer community are of- prevention, and other issues surrounding the ten intended to be uplifting, featuring women disease. Barbara A. Brenner of Breast Can- with the disease who remained cheerful and cer Action San Francisco, who actively par- positive throughout the horrible ordeals they ticipated in these protests, feels that the main had to go through. This, in a sense, margin- effect of the “whole pink ribbon culture” was alizes anger, and the corporations and orga- “to drain and deflect the kind of militancy we nizations involved are fully aware of this. In had as women who were appalled to have a Pink Ribbons, Inc., , head of the disease that was an epidemic and yet we don’t Susan G. Komen Foundation for the Cure, even know the cause of ” (Pink Ribbons, Inc.). admitted that per- The discouragement haps the organiza- of anger and activism tion was putting a It is unlikely that related to breast cancer “pretty pink rib- is part of a larger goal bon” on things, but by the media and the claimed that this corporations and patriarchy as a whole was in some ways to silence women and good, as she felt stop feminist activism. that anger did not This effort is part of the motivate people the media will ever media’s post-feminist to support a cause agenda, an ideologi- for the long term. cal backlash against the Unfortunately, this alter the way they feminist movements assessment does of the 1970s and be- not take into ac- yond. A study by Me- count anti-colonial talk about breast dia Report to Women movements, the discusses an NBC Uni- Civil Rights Move- versal initiative called ment, the feminist cancer without “Women’s Week” and movement, anti- the fact that most cover- racism movements, age seemed to stress the and many other ways in which women’s movements that widespread societal individual choices had have been able to negatively impacted combine anger work and family life with hope and op- calls for change. (Schowalter). NBC and timism. By com- others stress that most pletely writing off anger, the Komen Foun- women’s problems seem to stem from their dation (which is the largest and best-known their lack of presence in the home, but they breast cancer–related foundation) is in a sense say this in a way that is difficult to clearly able to discourage activism. In fact, in the ear- identify as sexism because it lets us feel “like ly 1990s, a plethora of protests led by women we are beyond low-level, obvious humiliation over the growing epidemic that was breast of women” (Quart). It’s sexism that consists cancer (Pink Ribbons, Inc.) constituted the of the objectification of women, but using

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mockery, quotation marks, and paradox, and that actually helps women with breast cancer it includes women “ironically” posing for the (by trying to figure out what is causing this male gaze (as in most American Apparel ads); epidemic and letting them feel their anger) the success of sexually abusive, creepy, and won’t sell products, it won’t deter women yet very popular photographer Terry Rich- from protesting, and it won’t use misogynis- ardson; and popular TV shows using mi- tic language and ideas that promote the me- sogynistic language like “slut” and “skank.” dia’s post-feminist views. It also involves the touting of partial feminist victories such as the outlawing of discrimina- Works Cited tion against women in hiring decisions while Clark-Flory, Tracy. “Why I Do Not Love a blind eye is turned to the fact that such Boobies” Salon. 2 Sept. 2010. Web. 1 Dec. discrimination still happens and that women, 2013. especially women of color, still earn less than —. “Boobs to Cure Cancer?” Salon. Web. 11 men. This phenomenon affects not just news Jan. 2008. stations like Fox, but also more liberal news- Fudge, Rachael. “Everything You Always papers such as , which in Wanted to Know About Feminism but 2005 ran a story with the headline “Voices Were Afraid to Ask.” Bitch Media. from a Post-Feminist Generation” (Fudge). 2005. Web. 1 Dec. 2013. The Media Report to Women also dis- Keep A Breast Foundation. “I Love cussed another of NBC Universal’s Wom- Boobies!” The Keep A Breast en’s Week goals, stating that the network at- Foundation. 2013. Web. 01 Dec. 2013. tempted to start a conversation, but focused Pink Ribbons, Inc. Dir. Lea Pool. National on issues and segments that in the end only Film Board of Canada, 2011. DVD. led to a discussion of “new time-saving Quart, Alissa. “The Age of Hipster Sexism.” products.” Because women make 80% of New York Magazine: The Cut. 30 Oct. family buying decisions and yet advertisers 2012. Web. 01 Dec. 2013. have historically had a hard time connect- Schowalter, Dana. “Silencing Feminist ing with them (Pink Ribbons, Inc.), the whole Interventions in News: The Future of week was really a hidden opportunity for Selling Television.” Media Report to corporations and news companies to make Women 39.3 (2011): 6,11,18-19. ProQuest. money and further their post-feminist ideas. Web. 1 Dec. 2013. The fact that pink ribbon breast cancer Swift, Bill. “Kelly Hu, Katrina Law, awareness products are easily marketable to Stacey Dash Crazy Hot ‘In The Tub’ for women, along with the fact that the rhetoric Breast Cancer Charity.” Egotastic! 7 Nov. created by companies discourages activism 2013. Web. 1 Dec. 2013. among women, makes breast cancer the per- Wallace, Kelsey. “‘Hipster Sexism’: Just as fect issue for media companies to focus on Bad as Regular Old Sexism, or and promote. This is why it has exploded and Worse?” Bitch Media. 1 Nov. 2012. become so widely covered. It is unlikely that Web. 1 Dec. 2013. corporations and the media will ever alter the way they talk about breast cancer with- out widespread societal calls for change. The way we talk about breast cancer is flawed, but pointing this out and trying to do something INTERTEXT 2014 | 61 https://surface.syr.edu/intertext/vol22/iss1/22 6

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