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You Will Protect Your Daughter, Right?

  • Lisa Lindén
Chapter

Abstract

This chapter explores how direct-to-consumer (DTC) advertising in Sweden for the human papillomavirus (HPV) vaccine Gardasil (advertised as a vaccine for young girls for the prevention of cervical cancer) addresses parents and articulates gendered parental care relationships. Vaccination practice invokes a tension between the collective good and individual choice, and encourages parents to exercise good consumer choices for their children (Rose and Blume 2003; Fairhead and Leach 2007). The trope of parents-as-consumers can present the management of health risks as an individual responsibility rather than a matter of population health (Reich 2014). Vaccination practices can be read as an example of a pharmaceuticalization of life, which transforms the relations between, in this case, parents, daughters, health professionals and pharmaceutical companies, and creates new relations of caring which require the involvement of pharmaceuticals as essential participants (even when actively resisted by potential recipients) in the relationship (cf. Williams et al. 2009, 2011).

Keywords

Cervical Cancer Healthy Subjectivity Cervical Cancer Risk State Preview Prescription Pharmaceutical 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Lisa Lindén
    • 1
  1. 1.Department of SociologyStockholm UniversityStockholmSweden

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