You Will Protect Your Daughter, Right?

  • Lisa Lindén


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).


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.


  1. Adams, V., M. Murphy, and A. Clarke. 2009. Anticipation: Technoscience, Life, Affect, Temporality. Subjectivity 28(1): 246–265.CrossRefGoogle Scholar
  2. Åsberg, C., and E. Johnson. 2009. Viagra Selfhood: Pharmaceutical Advertising and the Visual Formation of Swedish Masculinity. Health Care Analysis 17(2): 144–159.CrossRefGoogle Scholar
  3. Bell, S., and A. Figert. 2012. Medicalization and Pharmaceuticalization at the Intersections: Looking Backward, Sideways and Forward. Social Science & Medicine 75: 775–783.CrossRefGoogle Scholar
  4. Berg, M., and A. Mol, ed. 1998. Differences in Medicine: Unraveling Practices, Techniques, and Bodies. Durham, NC: Duke University Press.Google Scholar
  5. Bergenheim, Å. 1994. Barnet, libido och samhället: om den svenska diskursen kring barns sexualitet 1930–1960. PhD thesis, Umeå University, Sweden.Google Scholar
  6. Bergman, H., M. Eriksson, and R. Klinth. 2011. Föräldraskapets politik: från 1900-till 2000-tal. Stockholm: Dialogos.Google Scholar
  7. Bergman, H., and B. Hobson. 2002. Compulsory Fatherhood: Policy and Behaviour in the Swedish Welfare State. In Making Men into Fathers. Men, Masculinities and the Social Politics of Fatherhood, ed. B. Hobson, 92–124. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
  8. Bragesjö, F., and B. Hallberg. 2009. Forskning med juridiska förvecklingar: om tolkningsflexibilitet kontroversen om mässlingsvaccination och autism. Sociologisk forskning 1: 5–27.Google Scholar
  9. Brandth, B., and E. Kvande. 1998. Masculinity and Child Care: The Reconstruction of Fathering. The Sociological Review 46(2): 293–314.CrossRefGoogle Scholar
  10. Casper, M., and M. Carpenter. 2008. Sex, Drugs, and Politics: The HPV Vaccine for Cervical Cancer. Sociology of Health & Illness 30(6): 886–899.CrossRefGoogle Scholar
  11. Clarke, A. 2005. Situational Analysis: Grounded Theory After the Postmodern Turn. Thousand Oaks, CA: Sage Publications.CrossRefGoogle Scholar
  12. Colgrove, J. 2006. State of Immunity: The Politics of Vaccination in Twentieth-Century America. Berkeley, CA: University of California Press.Google Scholar
  13. Conrad, P. 2007. The Medicalization of Society. Baltimore, MD: Johns Hopkins University Press.Google Scholar
  14. Dahl, H.M. 2012. Neo-liberalism Meets the Nordic Welfare State—Gaps and Silences. NORA—Nordic Journal of Feminist and Gender Research 20(4): 283–288.CrossRefGoogle Scholar
  15. Dental and Pharmaceutical Benefits Agency. 2015. Högkostnadsskyddet. Accessed 26 January 2015.
  16. Doucet, A. 2006. Do Men Mother? Fathering, Care, and Domestic Responsibility. Toronto, ON: University of Toronto Press.Google Scholar
  17. Eduards, M. 2007. Kroppspolitik: om Moder Svea och andra kvinnor. Stockholm: Atlas.Google Scholar
  18. Elvin-Nowak, Y., and H. Thomsson. 2001. Motherhood as Idea and Practice. A Discursive Understanding of Employed Mothers in Sweden. Gender & Society 15(3): 407–428.CrossRefGoogle Scholar
  19. Engström, A. 2008. EU-nej till reklam för cancervaccin. Svenska Dagbladet. Accessed 26 January 2015.
  20. EU (European Union). 2004. Directive 2004/27/EC of the European Parliament and of the Council of 31 March 2004 Amending Directive 2001/83/EC on the Community Code Relating to Medicinal Products for Human Use. Accessed 26 January 2015.
  21. Fairhead, J., and M. Leach. 2007. Vaccine Anxieties: Global Science, Child Health and Society. London: Earthscan.Google Scholar
  22. Forsberg, L. 2009. Involved Parenthood: Everyday Lives of Swedish Middle-Class Families. PhD thesis, Linköping University, Linköping, Sweden.Google Scholar
  23. Hedlund, F. 2008. Regler för marknadsföring av vacciner kritiseras. Läkartidningen. Accessed 26 January 2015.
  24. Johansson, T., and R. Klinth. 2007. Caring Fathers: The Ideology of Gender Equality and Masculine Positions. Men and Masculinities 11(1): 42–62.CrossRefGoogle Scholar
  25. Johnson, E., and C. Åsberg. 2012. Enrolling the Swedish Viagra Man. Science and Technology Studies 25(2): 46–60.Google Scholar
  26. Knaak, S. 2010. Contextualizing Risk, Constructing Choice: Breastfeeding and Good Mothering in Risk Society. Health, Risk & Society 12(4): 345–355.CrossRefGoogle Scholar
  27. Lee, E., J. Macvarish, and J. Bristow. 2010. Risk, Health and Parenting Culture. Health, Risk & Society 12(4): 293–300.CrossRefGoogle Scholar
  28. Lindén, Lisa. 2013. What Do Eva and Anna Have to Do with Cervical Cancer? Constructing Adolescent Girl Subjectivities in Swedish Gardasil Advertisements. Girlhood Studies 6(2): 83–100.CrossRefGoogle Scholar
  29. ———. 2016. Communicating Care: The Contradictions of HPV Vaccination Campaigns. Lund: Arkiv förlag.Google Scholar
  30. Linnersten, L. 2008. Är riktad Gardasilreklam till hushållen i enlighet med lagstiftarens intentioner? Läkartidningen 105(30–31): 2121.Google Scholar
  31. Mamo, L., and J. Fishman. 2001. Potency in All the Right Places: Viagra as a Technology of the Gendered Body. Body & Society 7(4): 13–35.CrossRefGoogle Scholar
  32. Mamo, L., A. Nelson, and A. Clark. 2010. Producing and Protecting Risky Girlhoods. In Three Shots at Prevention. The HPV Vaccine and the Politics of Medicine’s Simple Solutions, ed. K. Wailoo, J. Livingston, S. Epstein, and R. Aronowitz, 121–145. Baltimore, MD: The John Hopkins University Press.Google Scholar
  33. Marshall, B., and S. Katz. 2002. ‘Forever Functional’—Sexual Fitness and the Aging Male Body. Body & Society 8(4): 3–70.CrossRefGoogle Scholar
  34. Medical Products Agency. 2008. Svar på “skrivelse angående Läkemedelsverkets underlåtenhet att agera mot vaccinationskampanjer för Gardasil och Cervarix.Google Scholar
  35. ———. 2015a. Marknadsföring av humanläkemedel. Accessed 26 January 2015.
  36. ———. 2015b. Vaccinering mot humant papillomavirus (HPV) med Gardasil och Cervarix. Accessed 26 January 2015.
  37. Miller, T. 2011. Falling Back into Gender? Men’s Narratives and Practices around First-Time Fatherhood. Sociology 45(6): 1094–1109.CrossRefGoogle Scholar
  38. Mol, A. 2002. The Body Multiple: Ontology in Medical Practice. Durham, NC: Duke University Press.CrossRefGoogle Scholar
  39. ———. 2008. The Logic of Care: Health and the Problem of Patient Choice. Abingdon: Routledge.Google Scholar
  40. Munro-Prescott, H. 2010. Safeguarding Girls: Morality, Risk and Activism. In Three Shots at Prevention. The HPV Vaccine and the Politics of Medicine’s Simple Solutions, ed. K. Wailoo, J. Livingston, S. Epstein, and R. Aronowitz, 103–120. Baltimore, MD: The John Hopkins University Press.Google Scholar
  41. Murphy, E. 2003. Risk, Maternal Ideologies and Infant Feeding. In A Sociology of Food and Nutrition, ed. J. Germov and L. Williams, 291–325. Oxford: Oxford University Press.Google Scholar
  42. Ohrlander, K. 1992. I barnens och nationens intresse: Socialliberal reformpolitik 1903–1930. Stockholm: Almqvist & Wiksell.Google Scholar
  43. Prothero, A. 2006. The F Word: The Use of Fear in Advertising to Mothers. Advertising & Society Review 7(4). Accessed 12 October 2016.
  44. Puig de la Bellacasa, M. 2012. ‘Nothing Comes Without Its World’: Thinking with Care. The Sociological Review 60(2): 197–216.CrossRefGoogle Scholar
  45. Rehnqvist, N., M. Rosén, and Allander S. Vilhelmsdotter. 2008. Upphaussat cancervaccin svek mot kvinnors hälsa. Dagens nyheter. Accessed 16 January 2015.
  46. Reich, J. 2014. Neoliberal Mothering and Vaccine Refusal: Imagined Gated Communities and the Privilege of Choice. Gender & Society 28: 679–704.CrossRefGoogle Scholar
  47. Rose, D., and S. Blume. 2003. Citizens as Users of Technology: An Exploratory Study of Vaccines and Vaccination. In How Users Matter: The Co-construction of Users and Technologies, ed. N. Oudshoorn and T. Pinch, 103–132. Cambridge, MA: MIT.Google Scholar
  48. Sevenhuijsen, S. 1998. Citizenship and the Ethics of Care: Feminist Considerations on Justice, Morality and Politics. London: Routledge.CrossRefGoogle Scholar
  49. Sköld, P. 1996. From Inoculation to Vaccination: Smallpox in Sweden in the Eighteenth and Nineteenth Centuries. Population Studies: A Journal of Demography 50(2): 247–262.CrossRefGoogle Scholar
  50. Sturken, M., and L. Cartwright. 2009. Practices of Looking: An Introduction to Visual Culture. 2nd ed. New York: Oxford University Press.Google Scholar
  51. Swedish Government. 2005. Regeringens Proposition 2005/06:30. Ändringar i läkemedelslagstiftningen m.m. Accessed 26 January 2015.
  52. Tiefer, L. 2006. The Viagra Phenomenon. Sexualities 9(3): 273–294.CrossRefGoogle Scholar
  53. Tornbjer, C. 2002. Den nationella modern. Moderskap i konstruktioner av svensk nationell gemenskap under 1900-talets första hälft. Lund: Nordic Academic Press.Google Scholar
  54. Tronto, J. 1993. Moral Boundaries: Political Argument for an Ethic of Care. London: Routledge.Google Scholar
  55. Vardeman-Winter, J. 2012. Medicalization and Teen Girls’ Bodies in the Gardasil Cervical Cancer Vaccine Campaign. Feminist Media Studies 12(2): 281–304.CrossRefGoogle Scholar
  56. Wall, G., and S. Arnold. 2007. How Involved is Involved Fathering? An Exploration of the Contemporary Culture of Fatherhood. Gender & Society 21(4): 508–527.CrossRefGoogle Scholar
  57. Williams, S.J., J. Gabe, and P. Davis. 2009. The Sociology of Pharmaceuticals: Progress and Prospects. In Pharmaceuticals and Society: Critical Discourses and Debates, ed. S.J. Williams, J. Gabe, and P. Davis, 1–11. West Sussex: Wiley-Blackwell.Google Scholar
  58. Williams, S.J., P. Martin, and J. Gabe. 2011. The Pharmaceuticalisation of Society? A Framework for Analysis. Sociology of Health & Illness 33(5): 710–725.CrossRefGoogle Scholar
  59. Yuval-Davis, N. 1997. Gender and Nation. London: Sage.Google Scholar

Copyright information

© The Author(s) 2017

Authors and Affiliations

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

Personalised recommendations