“What Do Eva and Anna Have to Do with Cervical Cancer?” Constructing Adolescent Girl Subjectivities in Swedish Gardasil Advertisements

• 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.

Ämnesord

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)

Nyckelord

Direct-to-consumer advertising; Gardasil; girl subjectivity; HPV vaccine; responsibility; risk; sexual health; visual discourse analysis

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