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"You will protect your daughter, right?"

Chapter in book
Authors Lisa Lindén
Published in Johnson E. (eds) Gendering Drugs: Feminist Studies of Pharmaceuticals
Pages 107-126
ISBN 978-3-319-51486-4
Publisher Palgrave Macmillian
Publication year 2017
Published at
Pages 107-126
Language en
Links https://link.springer.com/chapter/1...
Keywords HPV vaccination; care; direct-to-consumer advertising; gender; parenting
Subject categories Gender Studies, Social Sciences Interdisciplinary, Sociology, Technology and social change

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).

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