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"What Do Eva and Anna Have to Do with Cervical Cancer?": Constructing Adolescent Girl Subjectivities in Swedish Gardasil Advertisements
Linköping University, The Tema Institute, Technology and Social Change. Linköping University, Faculty of Arts and Sciences.
2013 (English)In: Girlhood Studies, ISSN 1938-8209, Vol. 6, no 2, 83-100 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2013. Vol. 6, no 2, 83-100 p.
National Category
Social Sciences Interdisciplinary Gender Studies
URN: urn:nbn:se:liu:diva-104793DOI: 10.3167/ghs.2013.060207OAI: diva2:699132
EU, European Research Council
Available from: 2014-02-26 Created: 2014-02-26 Last updated: 2014-03-18Bibliographically approved

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Lindén, Lisa
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Technology and Social ChangeFaculty of Arts and Sciences
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