Popular Culture Review Vol. 12, No. 2, August 2001 | Page 35

Breast Cancer Discourse in Cyberspace

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and heteronormative femininity, and all are articulated in seemingly ordinary, if
also liberal feminist, pop culture language.
One of the symbolic effects in relation to biomedicine, I would argue, is
that biomedicine becomes both feminized and normalized in ways that obscure its
distinct parameters as an “expert” discourse. Perhaps some advocates of early de
tection awareness might not be too troubled by the feminization and normalization
of biomedical language, since at some level the goal of awareness campaigns is to
normalize and make more ordinary early detection projects. However, this presen
tation of women’s “breast” issues also appears to accomplish another feat — the
medicalization of the feminine. The final theme for visitors of “Breast Fest,” nota
bly accompanied by a question mark, is “Change Them?” Readers are asked, “Not
happy with your shape? Should you choose another one? Find out the risks and
benefits.” Cosmetic surgery — not reconstructive surgery for post-mastectomy
women, but enlargement or reduction surgery for women “not happy with their
shape” — is presented as the final realm of breast care.

Medical Fashion
Women.com presents cosmetic surgery as an option women should not
take lightly, but should consider. Visitors are guided through a series of discus
sions about cosmetic surgery to help them decide. Readers can click on the follow
ing topics:
Considering a cosmetic change? Before “going under the knife”,
consider the alternatives.
Bigger, smaller, perkier. Why do so many women want to
change their breasts? Join the discussion.
Sizing up breasts. Are you unhappy with your shape? You’re
not alone.
Is cosmetic surgery right for you? Take this decision-making
quiz to see.
Although the premise is that women should think carefully before undergoing cos
metic surgery, a number of assumptions are articulated in the “Change Them?”
pages. These include that many, or most, women “want to change their breasts”.
To help readers decide, they are provided with an interactive psychology-focused
quiz.7This interactive method appears to personalize the decision-making process
and allow individual visitors a “voice” in shaping their cosmetic surgery advice.
I answered the survey, giving my true age and imagining myself as some
one who might want a specific cosmetic procedure. 1 submitted that I wanted only
one procedure, undertaken for my own benefit (and not to benefit a relationship),