Breast cancer representations in Canadian news media: a critical discourse analysis of meanings and the implications for identity

ABSTRACT

Despite the importance of critical media work, much is to be learned about breast cancer representations within media discourses and the implications for women’s identity construction. Building on research from Australia from a discursive perspective, this article used an eclectic approach to critical discourse analysis to explore the cultural construction of breast cancer in 25 detailed stories within Canada’s two national newspapers, The Globe and Mail and the National Post. Ten images accompanying stories and 17 advertisements/public service announcements were also analyzed to contextualize discourses and subject positions/identities within the stories. Analysis of this media affords the unique opportunity to explore taken for granted assumptions and prevailing meanings about breast cancer and the implications for subjectivity. Two primary discourses were identified: a discourse of biomedicine and a discourse of healthism. Subject positions identified included “breast cancer survivor,” “the good consumer,” and the “medical expert.” The psychological, social, political, and health promotion implications are discussed.

KEYWORDS:

• Breast cancer culture
• discourse
• health
• media analysis

Additional information

Funding

The authors acknowledge from the Canadian Institutes of Health, grant FRN 119479.

Notes on contributors

Kerry R. McGannon

Kerry R. McGannon is an Associate Professor in Sport and Exercise Psychology, School of Human Kinetics, Laurentian University, Canada. Her work “bridges” psychology and cultural studies to study self-identities and critical interpretations of sport, exercise, and health via interpretive qualitative methodologies.

Tanya R. Berry

Tanya R. Berry is a Canada Research Chair in Physical Activity Promotion and Associate Professor in the faculty of Physical Education and Recreation at the University of Alberta. She studies how health messages are presented in the media and how these influence related thoughts and behaviours.

Wendy M. Rodgers

Wendy M. Rodgers is a Professor in the Faculty of Physical Education and Recreation at the University of Alberta. Wendy studies social psychological and social cognitive factors that influence health behaviour change and persistence.

John C. Spence

John C. Spence is a Professor in the Faculty of Physical Education and Recreation at the University of Alberta. His research examines both the benefits and determinants of physical activity, and how physical inactivity and sedentary behaviour are related to obesity.