Are you ‘woman enough’ to control your leading cause of death?: an ethnographic content analysis of women’s cardiovascular disease and identities in media narratives

Abstract

ABSTRACTThe Heart Truth® campaign was implemented in the United States by the National Heart, Lung, and Blood Institute in 2002 to increase women’s awareness of heart disease and encourage risk reduction of cardiovascular disease. The present study explored representations of women’s cardiovascular disease, the meanings generated, and the implications for identity construction within one prominent corporate media partner of the campaign. The inaugural 2003 October issue of Glamour magazine was the focus of an ethnographic content analysis. Women’s cardiovascular disease was constructed within an overarching theme of a culture of consumerism, with meanings of cardiovascular disease emerging within two subthemes: (a) the oblivious, unknowledgeable, dependent woman at risk and (b) attaining a particular version of a healthy, feminine woman. Women’s identities were constructed as dependent on experts, purchasing fashion and fitness merchandise, and heteronormative roles for health management. These findings extend health psychology research that has called for more critical explorations of media to extend understandings of disease meanings and the implications for identity and women’s health.