{"id":351,"date":"2016-05-01T01:36:30","date_gmt":"2016-05-01T01:36:30","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/introductiontosociology-waymaker\/?post_type=chapter&#038;p=351"},"modified":"2024-04-25T16:34:21","modified_gmt":"2024-04-25T16:34:21","slug":"the-cultural-significance-of-health","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/wm-introductiontosociology\/chapter\/the-cultural-significance-of-health\/","title":{"raw":"The Cultural Significance of Health","rendered":"The Cultural Significance of Health"},"content":{"raw":"<div>\r\n<div class=\"textbox learning-objectives\">\r\n<h3>Learning Outcomes<\/h3>\r\n<ul>\r\n \t<li>Explain the cultural significance and social construction of health<\/li>\r\n<\/ul>\r\n<\/div>\r\n<strong><span id=\"term460\" data-type=\"term\">Medical sociology<\/span><\/strong>\u00a0is the systematic study of how humans manage issues of health and illness, disease and disorders, and healthcare for both the sick and the healthy. Medical sociologists study the physical, mental, and social components of health and illness. Major topics for medical sociologists include the doctor\/patient relationship, the structure and socioeconomics of healthcare, and how culture impacts attitudes toward disease and wellness.\r\n\r\n<\/div>\r\n<p id=\"import-auto-id1175361\" class=\" \">The social construction of health is a major research topic within medical sociology. At first glance, the concept of a social construction of health does not seem to make sense. After all, if disease is a measurable, physiological problem, then there can be no question of socially constructing disease, right? Well, it\u2019s not that simple. The idea of the social construction of health emphasizes the socio-cultural aspects of the discipline\u2019s approach to physical, objectively definable phenomena.<\/p>\r\n<p id=\"fs-idm539193520\" class=\" \">Sociologists Conrad and Barker (2010) offer a comprehensive framework for understanding the major findings of the last fifty years of development in this concept. Their summary categorizes the findings in the field under three subheadings: the cultural meaning of illness, the social construction of the illness experience, and the social construction of medical knowledge.<\/p>\r\n\r\n<section id=\"h21901_01\">\r\n<h2>The Cultural Meaning of Illness<\/h2>\r\n<p id=\"import-auto-id2337591\">Many medical sociologists contend that illnesses have both a biological and an experiential component, and that these components exist independently\u00a0of\u00a0and external to\u00a0each other. Our culture, not our biology, dictates which illnesses are stigmatized and which are not, which are considered disabilities and which are not, and which are deemed contestable (meaning some medical professionals may find the existence of this ailment questionable) as opposed to definitive (illnesses that are unquestionably recognized in the medical profession) in the medical field\u00a0(Conrad and Barker 2010).<\/p>\r\n<p id=\"import-auto-id1820434\">For instance, sociologist Erving Goffman (1963) described how social stigmas hinder individuals from fully integrating into society. In essence, Goffman (1963) suggests we might view illness as a stigma that can push others to view the ill individual\u00a0in an undesirable manner. The <span id=\"import-auto-id2286466\"><strong>stigmatization of illness<\/strong><\/span> often has the greatest effect on the patient and the kind of care they\u00a0receive. Many contend that our society and even our healthcare institutions discriminate against certain diseases\u2014like mental disorders, AIDS, venereal diseases, and skin disorders (Sartorius 2007). Facilities for these diseases may be sub-par relative to facilities aimed at addressing and alleviating other conditions; they may be segregated from other healthcare areas or relegated to a poorer environment. The stigma attached to a specific condition\u00a0may keep people from seeking help for such conditions,\u00a0consequently being detrimental to the individual's and society's well-being.<\/p>\r\n<p id=\"import-auto-id3078986\"><strong><span id=\"import-auto-id2770690\">Contested illnesses<\/span><\/strong> are those that are questioned or questionable by\u00a0a fraction of\u00a0medical professionals. Disorders like fibromyalgia or chronic fatigue syndrome may be either true, objective,\u00a0and tangible\u00a0illnesses or, as argued by some medical professionals, may exist only in patients\u2019 heads. This dynamic can affect how a patient seeks treatment and what kind of treatment they\u00a0receive.<\/p>\r\n\r\n<div class=\"textbox tryit\">\r\n<h3>Try It<\/h3>\r\nhttps:\/\/assess.lumenlearning.com\/practice\/25ca7b02-22f7-4b62-af55-fd2fb7c51e89\r\n\r\nhttps:\/\/assess.lumenlearning.com\/practice\/62116eb4-9207-47db-934a-e40331bacf88\r\n\r\n<\/div>\r\n<h2><span style=\"color: #000000;\">The Sick Role<\/span><\/h2>\r\n<span style=\"color: #333333;\">Sick role is a term used in medical sociology regarding sickness and the rights and obligations of the affected. It is a concept created by the American sociologist Talcott Parsons in 1951.\u00a0Parsons argued that the best way to understand illness sociologically is to view it as a form of deviance that disturbs the social functioning of society. The general idea is that the individual who has fallen ill is not only physically sick, but now adheres to the specifically patterned social role of being sick. \"Being Sick\" is not simply a \"condition\"; it contains within itself customary rights and obligations based on the social norms that surround it, and therefore plays a role in everyday, normative interactions.<\/span>\r\n\r\n<span style=\"color: #333333;\">Parsons' theory outlined\u00a0two rights of a sick person\u00a0along with two obligations. The sick person's rights are: being exempt from normal social roles, and not being responsible for their condition. Conversely, the sick person's obligations include trying to get well and cooperating with medical professionals.<\/span>\r\n\r\n<\/section><section id=\"h21901_02\">\r\n<h2>The Social Construction of the Illness Experience<\/h2>\r\nThe idea of the social construction of the illness experience is based on the concept of reality as a social construction. In other words, there is no objective reality; there are only individual perceptions of it, which are always relative and involve a process of construction. The social construction of the illness experience addresses the way some patients control the manner in which they reveal their diseases, and the lifestyle adaptations patients develop to cope with their illnesses.\r\n\r\n[caption id=\"\" align=\"alignright\" width=\"250\"]<img src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/120\/2016\/04\/15204710\/Figure_19_01_01.jpg\" alt=\"A chart of numerical pain levels ranging from 0 to 10 is shown here. 0 being 'No pain', and 10 being 'Excruciating pain'.\" width=\"250\" height=\"375\" \/> <strong>Figure 1.\u00a0<\/strong>The Mosby pain rating scale helps health care providers assess an individual\u2019s level of pain. What might a symbolic interactionist observe about this method? (Photo courtesy of wrestlingentropy\/flickr)[\/caption]\r\n<p id=\"import-auto-id1425675\">In terms of constructing the illness experience, culture and individual personality both play a significant role. For some people, a long-term illness can have the effect of making their world smaller, leading to a life that is\u00a0more defined by the illness than\u00a0by anything else. Their illness becomes their marker, or their focal status.\u00a0For others, illness can be a chance for discovery, for re-imagining a new self (Conrad and Barker 2007). Culture plays a substantial role in how an individual experiences illness. Widespread diseases like AIDS or breast cancer have specific cultural markers that have changed over the years and that govern how individuals\u2014and society\u2014view both the condition and the individual directly affected by the condition.<\/p>\r\n<p id=\"import-auto-id1883634\">Today, many institutions of wellness acknowledge the degree to which individual perceptions shape the nature of health and illness. Regarding physical activity, for instance, the Centers for Disease Control (CDC) recommends that individuals use a standard level of exertion to assess their physical activity. This Rating of Perceived Exertion (RPE) gives a more complete view of an individual\u2019s actual exertion level, since heart rate or pulse measurements may be affected by medication or other factors<span style=\"text-decoration: line-through;\">\u00a0<\/span>(Centers for Disease Control 2011). Similarly, many medical professionals use a comparable, somewhat universal\u00a0scale for perceived pain to help determine pain management strategies.<\/p>\r\n\r\n<div class=\"textbox examples\">\r\n<h3>Watch It<\/h3>\r\nWatch this video to learn more about the sick role and ways that society influences health. Look for examples of how health, disease, and illness are socially constructed.\r\n\r\n<iframe src=\"https:\/\/www.youtube.com\/embed\/8NGlENS1qgo\" width=\"800\" height=\"470\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>\r\n\r\n<\/div>\r\n<figure id=\"import-auto-id2324462\"><\/figure>\r\n<\/section><section id=\"h21901_03\">\r\n<h2>The Social Construction of Medical Knowledge<\/h2>\r\n<p id=\"import-auto-id2753636\">Conrad and Barker show how medical knowledge is socially constructed; that is, it can both reflect and reproduce inequalities in gender, class, race, and ethnicity. Conrad and Barker (2011) use the example of the social construction of women\u2019s health and how medical knowledge has changed significantly in the course of a few generations. For instance, in the early nineteenth century, pregnant women were discouraged from driving or dancing for fear of harming the unborn child, much as they are discouraged, with more valid and evidence-based reason, from smoking or drinking alcohol today.<\/p>\r\n\r\n<div class=\"textbox exercises\"><section id=\"h21901_03\">\r\n<h3 class=\"title\">Has Breast Cancer Awareness Gone Too Far?<\/h3>\r\n[caption id=\"\" align=\"alignright\" width=\"250\"]<img src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/120\/2016\/04\/15204712\/Figure_19_01_02.jpg\" alt=\"Pink ribbon lollipops are shown here.\" width=\"250\" height=\"375\" \/> <strong>Figure 2.\u00a0<\/strong>Pink ribbons are a ubiquitous reminder of breast cancer. But do pink ribbon chocolates do anything to eradicate the disease? (Photo courtesy of wishuponacupcake\/Wikimedia Commons)[\/caption]\r\n\r\nEvery October, the world turns pink. Football and baseball players wear pink accessories. Skyscrapers and large public buildings are lit with pink lights at night. Shoppers can choose from a huge array of pink products. In 2014, people wanting to support the fight against breast cancer could purchase any of the following pink products: KitchenAid mixers, Master Lock padlocks and bike chains, Wilson tennis rackets, Fiat cars, and Smith &amp; Wesson handguns. You read that correctly. The goal of all these pink products is to raise awareness and money for breast cancer. However, the relentless creep of pink has many people wondering if the pink marketing juggernaut has gone too far.\r\n<p id=\"eip-52\">Pink has been associated with breast cancer since 1991, when the Susan G. Komen Foundation handed out pink ribbons at its 1991 Race for the Cure event. Since then, the pink ribbon has appeared on countless products, and then by extension, the color pink has come to represent support for a cure of the disease. No one can argue about the Susan G. Komen Foundation\u2019s mission\u2014to find a cure for breast cancer\u2014or the fact that the group has raised millions of dollars for research and care. However, some people question if, or how much, all these products really help in the fight against breast cancer (Begos 2011).<\/p>\r\n<p id=\"import-auto-id1497539\">The advocacy group Breast Cancer Action (BCA) position themselves as watchdogs of other agencies fighting breast cancer. They accept no funding from entities, like those in the pharmaceutical industry, with potential profit connections to this health industry. They\u2019ve developed a trademarked \u201cThink Before You Pink\u201d campaign to provoke consumer questioning of the end contributions made to breast cancer by companies hawking pink wares. They do not advise against \u201cpink\u201d purchases; they just want consumers to be informed about how much money is involved, where it comes from, and where it will go. For instance, what percentage of each purchase goes to breast cancer causes? BCA does not judge how much is enough, but it informs customers and then encourages them to consider whether they feel the amount is enough (Think Before You Pink 2012).<\/p>\r\n<p id=\"import-auto-id2903030\">BCA also suggests that consumers make sure that the product they are buying does not actually <em>contribute<\/em> to breast cancer, a phenomenon they call \u201cpinkwashing.\u201d This issue made national headlines in 2010, when the Susan G. Komen Foundation partnered with Kentucky Fried Chicken (KFC) on a promotion called \u201cBuckets for the Cure.\u201d For every bucket of grilled or regular fried chicken, KFC would donate fifty cents to the Komen Foundation, with the goal of reaching 8 million dollars: the largest single donation received by the foundation. However, some critics saw the partnership as an unholy alliance. Higher body fat and eating fatty foods has been linked to increased cancer risks, and detractors, including BCA, called the Komen Foundation out on this apparent contradiction. Komen\u2019s response was that the program did a great deal to raise awareness in low-income communities, where Komen previously had little outreach (Hutchison 2010), therefore justifying their seemingly contradictory goals.<\/p>\r\nWhat do you think? Are fundraising and awareness important enough to trump issues of health? What other examples of \u201cpinkwashing\u201d can you think of?\r\n\r\n<\/section><\/div>\r\n<div class=\"textbox key-takeaways\">\r\n<h3>Further Research<\/h3>\r\nVisit the <a href=\"http:\/\/www.humanologyproject.org\/\" target=\"_blank\" rel=\"noopener\">Humanology Project website<\/a>, which works to\u00a0shift common perceptions and misconceptions about illnesses.\r\n\r\n<\/div>\r\n<div class=\"textbox learning-objectives\">\r\n<h3>Think It Over<\/h3>\r\n<div id=\"sh1901_ex01\" class=\"exercise\">\r\n<div id=\"fs-id2109896\" class=\"problem\">\r\n<ul>\r\n \t<li>Pick a common illness and describe which parts of it are medically constructed, and which parts are socially constructed.<\/li>\r\n \t<li>What diseases are the most stigmatized? Which are the least? Is this different in different cultures or social classes?<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/section>\r\n<div class=\"textbox key-takeaways\">\r\n<h3>glossary<\/h3>\r\n<dl id=\"import-auto-id1357497\" class=\"definition\">\r\n \t<dt>contested illnesses:<\/dt>\r\n \t<dd id=\"fs-id2110997\">illnesses that are questioned or considered questionable by some medical professionals<\/dd>\r\n<\/dl>\r\n<dl id=\"import-auto-id1473935\" class=\"definition\">\r\n \t<dt>medical sociology:<\/dt>\r\n \t<dd>the systematic study of how humans manage issues of health and illness, disease and disorders, and healthcare for both the sick and the healthy<\/dd>\r\n<\/dl>\r\n<dl id=\"import-auto-id1385374\" class=\"definition\">\r\n \t<dt>stigmatization of illness:<\/dt>\r\n \t<dd id=\"fs-id3123336\">illnesses that are discriminated against and whose sufferers are looked down upon or even shunned by society<\/dd>\r\n<\/dl>\r\n<\/div>","rendered":"<div>\n<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Explain the cultural significance and social construction of health<\/li>\n<\/ul>\n<\/div>\n<p><strong><span id=\"term460\" data-type=\"term\">Medical sociology<\/span><\/strong>\u00a0is the systematic study of how humans manage issues of health and illness, disease and disorders, and healthcare for both the sick and the healthy. Medical sociologists study the physical, mental, and social components of health and illness. Major topics for medical sociologists include the doctor\/patient relationship, the structure and socioeconomics of healthcare, and how culture impacts attitudes toward disease and wellness.<\/p>\n<\/div>\n<p id=\"import-auto-id1175361\" class=\"\">The social construction of health is a major research topic within medical sociology. At first glance, the concept of a social construction of health does not seem to make sense. After all, if disease is a measurable, physiological problem, then there can be no question of socially constructing disease, right? Well, it\u2019s not that simple. The idea of the social construction of health emphasizes the socio-cultural aspects of the discipline\u2019s approach to physical, objectively definable phenomena.<\/p>\n<p id=\"fs-idm539193520\" class=\"\">Sociologists Conrad and Barker (2010) offer a comprehensive framework for understanding the major findings of the last fifty years of development in this concept. Their summary categorizes the findings in the field under three subheadings: the cultural meaning of illness, the social construction of the illness experience, and the social construction of medical knowledge.<\/p>\n<section id=\"h21901_01\">\n<h2>The Cultural Meaning of Illness<\/h2>\n<p id=\"import-auto-id2337591\">Many medical sociologists contend that illnesses have both a biological and an experiential component, and that these components exist independently\u00a0of\u00a0and external to\u00a0each other. Our culture, not our biology, dictates which illnesses are stigmatized and which are not, which are considered disabilities and which are not, and which are deemed contestable (meaning some medical professionals may find the existence of this ailment questionable) as opposed to definitive (illnesses that are unquestionably recognized in the medical profession) in the medical field\u00a0(Conrad and Barker 2010).<\/p>\n<p id=\"import-auto-id1820434\">For instance, sociologist Erving Goffman (1963) described how social stigmas hinder individuals from fully integrating into society. In essence, Goffman (1963) suggests we might view illness as a stigma that can push others to view the ill individual\u00a0in an undesirable manner. The <span id=\"import-auto-id2286466\"><strong>stigmatization of illness<\/strong><\/span> often has the greatest effect on the patient and the kind of care they\u00a0receive. Many contend that our society and even our healthcare institutions discriminate against certain diseases\u2014like mental disorders, AIDS, venereal diseases, and skin disorders (Sartorius 2007). Facilities for these diseases may be sub-par relative to facilities aimed at addressing and alleviating other conditions; they may be segregated from other healthcare areas or relegated to a poorer environment. The stigma attached to a specific condition\u00a0may keep people from seeking help for such conditions,\u00a0consequently being detrimental to the individual&#8217;s and society&#8217;s well-being.<\/p>\n<p id=\"import-auto-id3078986\"><strong><span id=\"import-auto-id2770690\">Contested illnesses<\/span><\/strong> are those that are questioned or questionable by\u00a0a fraction of\u00a0medical professionals. Disorders like fibromyalgia or chronic fatigue syndrome may be either true, objective,\u00a0and tangible\u00a0illnesses or, as argued by some medical professionals, may exist only in patients\u2019 heads. This dynamic can affect how a patient seeks treatment and what kind of treatment they\u00a0receive.<\/p>\n<div class=\"textbox tryit\">\n<h3>Try It<\/h3>\n<p>\t<iframe id=\"assessment_practice_25ca7b02-22f7-4b62-af55-fd2fb7c51e89\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/25ca7b02-22f7-4b62-af55-fd2fb7c51e89?iframe_resize_id=assessment_practice_id_25ca7b02-22f7-4b62-af55-fd2fb7c51e89\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<p>\t<iframe id=\"assessment_practice_62116eb4-9207-47db-934a-e40331bacf88\" class=\"resizable\" src=\"https:\/\/assess.lumenlearning.com\/practice\/62116eb4-9207-47db-934a-e40331bacf88?iframe_resize_id=assessment_practice_id_62116eb4-9207-47db-934a-e40331bacf88\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:300px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<h2><span style=\"color: #000000;\">The Sick Role<\/span><\/h2>\n<p><span style=\"color: #333333;\">Sick role is a term used in medical sociology regarding sickness and the rights and obligations of the affected. It is a concept created by the American sociologist Talcott Parsons in 1951.\u00a0Parsons argued that the best way to understand illness sociologically is to view it as a form of deviance that disturbs the social functioning of society. The general idea is that the individual who has fallen ill is not only physically sick, but now adheres to the specifically patterned social role of being sick. &#8220;Being Sick&#8221; is not simply a &#8220;condition&#8221;; it contains within itself customary rights and obligations based on the social norms that surround it, and therefore plays a role in everyday, normative interactions.<\/span><\/p>\n<p><span style=\"color: #333333;\">Parsons&#8217; theory outlined\u00a0two rights of a sick person\u00a0along with two obligations. The sick person&#8217;s rights are: being exempt from normal social roles, and not being responsible for their condition. Conversely, the sick person&#8217;s obligations include trying to get well and cooperating with medical professionals.<\/span><\/p>\n<\/section>\n<section id=\"h21901_02\">\n<h2>The Social Construction of the Illness Experience<\/h2>\n<p>The idea of the social construction of the illness experience is based on the concept of reality as a social construction. In other words, there is no objective reality; there are only individual perceptions of it, which are always relative and involve a process of construction. The social construction of the illness experience addresses the way some patients control the manner in which they reveal their diseases, and the lifestyle adaptations patients develop to cope with their illnesses.<\/p>\n<div style=\"width: 260px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/120\/2016\/04\/15204710\/Figure_19_01_01.jpg\" alt=\"A chart of numerical pain levels ranging from 0 to 10 is shown here. 0 being 'No pain', and 10 being 'Excruciating pain'.\" width=\"250\" height=\"375\" \/><\/p>\n<p class=\"wp-caption-text\"><strong>Figure 1.\u00a0<\/strong>The Mosby pain rating scale helps health care providers assess an individual\u2019s level of pain. What might a symbolic interactionist observe about this method? (Photo courtesy of wrestlingentropy\/flickr)<\/p>\n<\/div>\n<p id=\"import-auto-id1425675\">In terms of constructing the illness experience, culture and individual personality both play a significant role. For some people, a long-term illness can have the effect of making their world smaller, leading to a life that is\u00a0more defined by the illness than\u00a0by anything else. Their illness becomes their marker, or their focal status.\u00a0For others, illness can be a chance for discovery, for re-imagining a new self (Conrad and Barker 2007). Culture plays a substantial role in how an individual experiences illness. Widespread diseases like AIDS or breast cancer have specific cultural markers that have changed over the years and that govern how individuals\u2014and society\u2014view both the condition and the individual directly affected by the condition.<\/p>\n<p id=\"import-auto-id1883634\">Today, many institutions of wellness acknowledge the degree to which individual perceptions shape the nature of health and illness. Regarding physical activity, for instance, the Centers for Disease Control (CDC) recommends that individuals use a standard level of exertion to assess their physical activity. This Rating of Perceived Exertion (RPE) gives a more complete view of an individual\u2019s actual exertion level, since heart rate or pulse measurements may be affected by medication or other factors<span style=\"text-decoration: line-through;\">\u00a0<\/span>(Centers for Disease Control 2011). Similarly, many medical professionals use a comparable, somewhat universal\u00a0scale for perceived pain to help determine pain management strategies.<\/p>\n<div class=\"textbox examples\">\n<h3>Watch It<\/h3>\n<p>Watch this video to learn more about the sick role and ways that society influences health. Look for examples of how health, disease, and illness are socially constructed.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/8NGlENS1qgo\" width=\"800\" height=\"470\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<\/div>\n<figure id=\"import-auto-id2324462\"><\/figure>\n<\/section>\n<section id=\"h21901_03\">\n<h2>The Social Construction of Medical Knowledge<\/h2>\n<p id=\"import-auto-id2753636\">Conrad and Barker show how medical knowledge is socially constructed; that is, it can both reflect and reproduce inequalities in gender, class, race, and ethnicity. Conrad and Barker (2011) use the example of the social construction of women\u2019s health and how medical knowledge has changed significantly in the course of a few generations. For instance, in the early nineteenth century, pregnant women were discouraged from driving or dancing for fear of harming the unborn child, much as they are discouraged, with more valid and evidence-based reason, from smoking or drinking alcohol today.<\/p>\n<div class=\"textbox exercises\">\n<section id=\"h21901_03\">\n<h3 class=\"title\">Has Breast Cancer Awareness Gone Too Far?<\/h3>\n<div style=\"width: 260px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/120\/2016\/04\/15204712\/Figure_19_01_02.jpg\" alt=\"Pink ribbon lollipops are shown here.\" width=\"250\" height=\"375\" \/><\/p>\n<p class=\"wp-caption-text\"><strong>Figure 2.\u00a0<\/strong>Pink ribbons are a ubiquitous reminder of breast cancer. But do pink ribbon chocolates do anything to eradicate the disease? (Photo courtesy of wishuponacupcake\/Wikimedia Commons)<\/p>\n<\/div>\n<p>Every October, the world turns pink. Football and baseball players wear pink accessories. Skyscrapers and large public buildings are lit with pink lights at night. Shoppers can choose from a huge array of pink products. In 2014, people wanting to support the fight against breast cancer could purchase any of the following pink products: KitchenAid mixers, Master Lock padlocks and bike chains, Wilson tennis rackets, Fiat cars, and Smith &amp; Wesson handguns. You read that correctly. The goal of all these pink products is to raise awareness and money for breast cancer. However, the relentless creep of pink has many people wondering if the pink marketing juggernaut has gone too far.<\/p>\n<p id=\"eip-52\">Pink has been associated with breast cancer since 1991, when the Susan G. Komen Foundation handed out pink ribbons at its 1991 Race for the Cure event. Since then, the pink ribbon has appeared on countless products, and then by extension, the color pink has come to represent support for a cure of the disease. No one can argue about the Susan G. Komen Foundation\u2019s mission\u2014to find a cure for breast cancer\u2014or the fact that the group has raised millions of dollars for research and care. However, some people question if, or how much, all these products really help in the fight against breast cancer (Begos 2011).<\/p>\n<p id=\"import-auto-id1497539\">The advocacy group Breast Cancer Action (BCA) position themselves as watchdogs of other agencies fighting breast cancer. They accept no funding from entities, like those in the pharmaceutical industry, with potential profit connections to this health industry. They\u2019ve developed a trademarked \u201cThink Before You Pink\u201d campaign to provoke consumer questioning of the end contributions made to breast cancer by companies hawking pink wares. They do not advise against \u201cpink\u201d purchases; they just want consumers to be informed about how much money is involved, where it comes from, and where it will go. For instance, what percentage of each purchase goes to breast cancer causes? BCA does not judge how much is enough, but it informs customers and then encourages them to consider whether they feel the amount is enough (Think Before You Pink 2012).<\/p>\n<p id=\"import-auto-id2903030\">BCA also suggests that consumers make sure that the product they are buying does not actually <em>contribute<\/em> to breast cancer, a phenomenon they call \u201cpinkwashing.\u201d This issue made national headlines in 2010, when the Susan G. Komen Foundation partnered with Kentucky Fried Chicken (KFC) on a promotion called \u201cBuckets for the Cure.\u201d For every bucket of grilled or regular fried chicken, KFC would donate fifty cents to the Komen Foundation, with the goal of reaching 8 million dollars: the largest single donation received by the foundation. However, some critics saw the partnership as an unholy alliance. Higher body fat and eating fatty foods has been linked to increased cancer risks, and detractors, including BCA, called the Komen Foundation out on this apparent contradiction. Komen\u2019s response was that the program did a great deal to raise awareness in low-income communities, where Komen previously had little outreach (Hutchison 2010), therefore justifying their seemingly contradictory goals.<\/p>\n<p>What do you think? Are fundraising and awareness important enough to trump issues of health? What other examples of \u201cpinkwashing\u201d can you think of?<\/p>\n<\/section>\n<\/div>\n<div class=\"textbox key-takeaways\">\n<h3>Further Research<\/h3>\n<p>Visit the <a href=\"http:\/\/www.humanologyproject.org\/\" target=\"_blank\" rel=\"noopener\">Humanology Project website<\/a>, which works to\u00a0shift common perceptions and misconceptions about illnesses.<\/p>\n<\/div>\n<div class=\"textbox learning-objectives\">\n<h3>Think It Over<\/h3>\n<div id=\"sh1901_ex01\" class=\"exercise\">\n<div id=\"fs-id2109896\" class=\"problem\">\n<ul>\n<li>Pick a common illness and describe which parts of it are medically constructed, and which parts are socially constructed.<\/li>\n<li>What diseases are the most stigmatized? Which are the least? Is this different in different cultures or social classes?<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<div class=\"textbox key-takeaways\">\n<h3>glossary<\/h3>\n<dl id=\"import-auto-id1357497\" class=\"definition\">\n<dt>contested illnesses:<\/dt>\n<dd id=\"fs-id2110997\">illnesses that are questioned or considered questionable by some medical professionals<\/dd>\n<\/dl>\n<dl id=\"import-auto-id1473935\" class=\"definition\">\n<dt>medical sociology:<\/dt>\n<dd>the systematic study of how humans manage issues of health and illness, disease and disorders, and healthcare for both the sick and the healthy<\/dd>\n<\/dl>\n<dl id=\"import-auto-id1385374\" class=\"definition\">\n<dt>stigmatization of illness:<\/dt>\n<dd id=\"fs-id3123336\">illnesses that are discriminated against and whose sufferers are looked down upon or even shunned by society<\/dd>\n<\/dl>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-351\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision, Modification, and Original Content. <strong>Authored by<\/strong>: Florencia Silveira for Lumen Learning. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Health and Medicine. <strong>Provided by<\/strong>: CrashCourse. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=8NGlENS1qgo&#038;index=43&#038;list=PL8dPuuaLjXtMJ-AfB_7J1538YKWkZAnGA\">https:\/\/www.youtube.com\/watch?v=8NGlENS1qgo&#038;index=43&#038;list=PL8dPuuaLjXtMJ-AfB_7J1538YKWkZAnGA<\/a>. <strong>License<\/strong>: <em>Other<\/em>. <strong>License Terms<\/strong>: Standard YouTube License<\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>The Social Construction of Health. <strong>Authored by<\/strong>: OpenStax CNX. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/cnx.org\/contents\/AgQDEnLI@12.4:4xxQBl4h@7\/19-1-The-Social-Construction-of-Health\">https:\/\/cnx.org\/contents\/AgQDEnLI@12.4:4xxQBl4h@7\/19-1-The-Social-Construction-of-Health<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em>. <strong>License Terms<\/strong>: Download for free at http:\/\/cnx.org\/contents\/02040312-72c8-441e-a685-20e9333f3e1d@3.49<\/li><li>The Sick Role, The Functionalist Perspective. <strong>Provided by<\/strong>: Boundless. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.boundless.com\/sociology\/textbooks\/boundless-sociology-textbook\/health-and-illness-19\/sociological-perspectives-on-health-and-illness-133\/the-functionalist-perspective-737-8949\/\">https:\/\/www.boundless.com\/sociology\/textbooks\/boundless-sociology-textbook\/health-and-illness-19\/sociological-perspectives-on-health-and-illness-133\/the-functionalist-perspective-737-8949\/<\/a>. <strong>Project<\/strong>: Boundless Sociology. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\">CC BY-SA: Attribution-ShareAlike<\/a><\/em><\/li><li>Introduction to Health and Medicine. <strong>Provided by<\/strong>: OpenStax. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/openstax.org\/books\/introduction-sociology-3e\/pages\/19-introduction\">https:\/\/openstax.org\/books\/introduction-sociology-3e\/pages\/19-introduction<\/a>. <strong>Project<\/strong>: Sociology 3e. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em>. <strong>License Terms<\/strong>: Access for free at https:\/\/openstax.org\/books\/introduction-sociology-3e\/pages\/19-introduction<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":29,"menu_order":3,"template":"","meta":{"_candela_citation":"[{\"type\":\"cc\",\"description\":\"The Social Construction of Health\",\"author\":\"OpenStax CNX\",\"organization\":\"\",\"url\":\"https:\/\/cnx.org\/contents\/AgQDEnLI@12.4:4xxQBl4h@7\/19-1-The-Social-Construction-of-Health\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"Download for free at http:\/\/cnx.org\/contents\/02040312-72c8-441e-a685-20e9333f3e1d@3.49\"},{\"type\":\"cc\",\"description\":\"The Sick Role, The Functionalist 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