Breast Cancer Communication

Communication about breast cancer is prevalent and occurs across all domains and contexts of human communication. Several aspects of the screening, diagnosis, and treatment of breast cancer have resulted in controversy, and recent technological and scientific innovations and discoveries are leading to changes in the way scholars, activists, and others talk about breast cancer. Communication is an important tool in increasing breast cancer awareness and the adoption of appropriate prevention strategies.

Mass media efforts to communicate the causes, diagnosis, treatment, and survival of breast cancer began fairly recently in U.S. history, perhaps most notably with reports of the experiences of First Ladies Betty Ford and Nancy Reagan. Today, media coverage about breast cancer is widespread and varied, addressing issues ranging from diagnosis and treatment, to fund-raising and research, to genetic factors linked to the disease. Public discourse about breast cancer has been greatly affected by the efforts of grassroots, private, and governmental organizations created to provide education, raise awareness and funding for research, and improve access to tools for the screening, diagnosis, and treatment of the disease.

Breast cancer became a highly politicized health topic in the late 20th century, as a coalition of national voluntary organizations and others collaborated to increase federal funding for breast cancer screening programs, influence policymakers to devote more funds to breast cancer research, and protect the rights of breast cancer survivors. These organizations, including Susan G. Komen for the Cure, have continued focused efforts to influence policy at local, state, and federal levels; provide education about breast cancer to a broad array of publics; and fund breast cancer research and outreach activities. Organizations such as the American Cancer Society also perform services designed to help breast cancer survivors and their families cope with illness and recovery.

A number of organizations have also established partnerships with for-profit corporations to conduct fund-raising and awareness efforts, a practice that has caused some to criticize the ethics of employing a cause such as breast cancer in the marketing of products and services. Despite its critics, the practice has gained a foothold in U.S. culture, and the iconic pink ribbon, first worn on a lapel or collar to designate support of breast cancer awareness, is now a recognizable symbol that can be found everywhere—from yogurt labels and cereal boxes to cable television network logos. The results of the efforts of those involved in the breast cancer movement, culminating in Breast Cancer Awareness Month currently recognized each October, is an example of a highly successful social marketing campaign.

Recent scientific discoveries of genetic mutations associated with an increased risk for developing breast cancer have also affected media coverage about breast cancer and have clear implications for interpersonal, organizational, and professional communication about breast cancer. The discovery of these BRCA genes has led to the involvement of [Page 101]medical professionals such as geneticists and genetic counselors in communication about breast cancer and has resulted in public debates about the ethics of how this kind of information should be used and who should have access to it. Public and political discourse about the risks of organizations such as employers or insurers having access to such information has led lawmakers and others to propose steps to prevent genetic discrimination, whether for breast cancer or for any other genetic condition or predisposition.

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