"What Do Eva and Anna Have to Do with Cervical Cancer?" Constructing Adolescent Girl Subjectivities in Swedish Gardasil Advertisements

Dados Bibliográficos

ID12975331
AutoresLisa Lindén (0000-0001-9816-7164, autor correspondente)
Ano2013
Volume6
Fascículo2
Data de publicação2013-01-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoGirlhood Studies (JOURNAL)
Identificadores do periódicoISSN: 1938-8209 • E-ISSN: 1938-8322
EditoraBerghahn Books (PUBLISHER • GB)
DOI10.3167/ghs.2013.060207
OpenAlexW1964135503
IdiomaEN
Citações recebidas3

This article investigates direct-to-consumer advertising in Sweden for Gardasil, the HPV vaccine, as a contemporary gendered technology of the adolescent girl body. It explores how, by constructing girls as ideal users of the vaccine, advertising campaigns encourage adolescent girls to vaccinate themselves. Using a feminist visual discourse analysis, the article examines how different girl subjectivities are constructed through advertising, and presented as fit for Gardasil use and consumption. It highlights how, along with their parents, adolescent girls in Sweden are encouraged to assume responsibility for managing the risks of cervical cancer in order to help secure their future health, sexuality and normality. It argues that the Gardasil campaign, in being addressed to individual members of the population, serves to articulate global and national discourses of girlhood, sexuality, (sexual) health responsibility, risk management and consumption

Cancer · Cervical cancer · Developmental psychology · Gardasil · Girl · Sociology · Gender Studies · Gender, Feminism, and Media · Media Studies and Communication · Medicine · Psychology · Youth Education and Societal Dynamics · Internal Medicine