Breast cancer representations in Canadian news media: a critical discourse analysis of meanings and the implications for identity

Despite the importance of critical media work, much is to be learned about breast cancer representations within media discourses and the implications for women's identity construction. Building on research from Australia from a discursive perspective, this article used an eclectic approach to critical discourse analysis to explore the cultural construction of breast cancer in 25 detailed stories within Canada's two national newspapers, The Globe and Mail and the National Post. Ten images accompanying stories and 17 advertisements/public service announcements were also analyzed to contextualize discourses and subject positions/identities within the stories. Analysis of this media affords the unique opportunity to explore taken for granted assumptions and prevailing meanings about breast cancer and the implications for subjectivity. Two primary discourses were identified: a discourse of biomedicine and a discourse of healthism. Subject positions identified included "breast cancer survivor," "the good consumer," and the "medical expert." The psychological, social, political, and health promotion implications are discussed.