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- Lindén, Lisa,1985Linköpings universitet,Gothenburg University,Göteborgs universitet,Institutionen för sociologi och arbetsvetenskap,Department of Sociology and Work Science,Tema teknik och social förändring,Filosofiska fakulteten (author)
“What Do Eva and Anna Have to Do with Cervical Cancer?” Constructing Adolescent Girl Subjectivities in Swedish Gardasil Advertisements
- Article/chapterEnglish2013
Publisher, publication year, extent ...
- Berghahn Books,2013
Numbers
- LIBRIS-ID:oai:gup.ub.gu.se/256070
- https://gup.ub.gu.se/publication/256070URI
- https://doi.org/10.3167/ghs.2013.060207DOI
- https://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-104793URI
Supplementary language notes
- Language:English
Part of subdatabase
- SwePubSwePub
Classification
Notes
- 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 con- sumption. 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 popula- tion, serves to articulate global and national discourses of girlhood, sexuality, (sex- ual) health responsibility, risk management and consumption.
Subject headings and genre
- SAMHÄLLSVETENSKAP Sociologi Sociologi hsv//swe
- SOCIAL SCIENCES Sociology Sociology hsv//eng
- SAMHÄLLSVETENSKAP Annan samhällsvetenskap Genusstudier hsv//swe
- SOCIAL SCIENCES Other Social Sciences Gender Studies hsv//eng
- SAMHÄLLSVETENSKAP Annan samhällsvetenskap Övrig annan samhällsvetenskap hsv//swe
- SOCIAL SCIENCES Other Social Sciences Other Social Sciences not elsewhere specified hsv//eng
- SAMHÄLLSVETENSKAP Annan samhällsvetenskap Tvärvetenskapliga studier inom samhällsvetenskap hsv//swe
- SOCIAL SCIENCES Other Social Sciences Social Sciences Interdisciplinary hsv//eng
- Direct-to-consumer advertising; Gardasil; girl subjectivity; HPV vaccine; responsibility; risk; sexual health; visual discourse analysis
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- Göteborgs universitetInstitutionen för sociologi och arbetsvetenskap (creator_code:org_t)
Related titles
- In:Girlhood Studies: Berghahn Books6:2, s. 83-1001938-82091938-8322
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