Popular Culture Review Vol. 12, No. 2, August 2001 | Page 32

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Popular Culture Review

sumption, of course, is that cancer too is surmountable if one is responsible enough
to detect it early.

Biomedicine and Self-Surveillance
Early detection was a major theme throughout “Breast Fest.” In addition
to the advice in “Breast Power”, the “Protect Them” pages were dedicated to pro
moting mammograms and self-exams. Visitors were informed: “This year, about
182,000 new cases of Breast Cancer will be diagnosed. Don’t hide your head in
the sand! Protect and defend your breasts!”
Beyond cancer detection, visitors were also provided with a list of “25
Foods that Fight Breast Cancer” and given a quiz called “Are You Cutting Your
Risk?”. In the view of “Breast Fest,” women’s responsibility to care for them
selves requires on-going, cancer-focused self-discipline. Such discipline demands
a number of body projects guided by experts — not only the self-exam and the
mammogram but also the anti-cancer diet. As in other areas of embodiment women
are cautioned against indifference, which is equated with “hiding your head in the
sand”. Early detection strategies and other body projects that “protect and defend
“ the breasts are presented here in the language of moral responsibility. “Breast
Fest” ’s morality tale is underw