Smile! You've got cancer
"...The first thing I discovered as I waded out into the relevant sites is that not everyone views the disease with horror and dread. Instead, the appropriate attitude is upbeat and even eagerly acquisitive. There is, I found, a significant market for all things breast cancer-related. You can dress in pink-beribboned sweatshirts, denim shirts, pyjamas, lingerie, aprons, shoelaces and socks; accessorise with pink rhinestone brooches, scarves, caps, earrings and bracelets; and brighten up your home with breast cancer candles, coffee mugs, wind chimes and night-lights. "Awareness" beats secrecy and stigma, of course, but I couldn't help noticing that the existential space in which a friend had earnestly advised me to "confront [my] mortality" bore a striking resemblance to a shopping centre.
This is not entirely a case of cynical merchants exploiting the sick. Some of the breast cancer accessories are made by breast cancer survivors themselves, and in most cases a portion of the sales goes to breast cancer research. It is also clear that the ultrafeminine theme of the breast cancer marketplace – the prominence, for example, of cosmetics and jewellery – could be understood as a response to the treatments' disastrous effects on one's looks. There is no doubt, though, that all the prettiness and pinkness is meant to inspire a positive outlook."
"...The effect of all this positive thinking is to transform breast cancer into a rite of passage – not an injustice or a tragedy to rail against but a normal marker in the life cycle, like menopause or grandmotherhood."
"...In fact, there is no kind of problem or obstacle for which positive thinking or a positive attitude has not been proposed as a cure. Having trouble finding a mate? Nothing is more attractive to potential suitors than a positive attitude, or more repellent than a negative one. Need money? Wealth is one of the principal goals of positive thinking. There are hundreds of self-help books expounding on how positive thinking can "attract" money – a method supposedly so reliable that you are encouraged to begin spending it now. Practical problems such as low wages and unemployment are mentioned only as potential "excuses". The real obstacle lies in your mind."
"…First, the idea of a link between subjective feelings and the disease gave the breast cancer patient something to do. Instead of waiting passively for the treatments to kick in, she had her own work to do – on herself. At the same time, it created expanded opportunities in the cancer research and treatment industry: not only surgeons and oncologists were needed, but behavioral scientists, therapists, motivational counsellors and people willing to write exhortatory self-help books."
"..But rather than providing emotional sustenance, the sugar-coating of cancer can exact a dreadful cost. First, it requires the denial of understandable feelings of anger and fear, all of which must be buried under a cosmetic layer of cheer."
"…Whether repressed feelings are themselves harmful, as many psychologists claim, I'm not so sure, but without question there is a problem when positive thinking "fails" and the cancer spreads or eludes treatment. Then the patient can only blame herself: she is not being positive enough; possibly it was her negative attitude that brought on the disease in the first place."
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All excerpts from the Guardian article (Jan. 2, 2010) "Smile! You've got cancer" penned by Barbara Ehrenreich author of “Bright-sided: How the Relentless Promotion of Positive Thinking Has Undermined America”. You can read the full article here (highly recommended) and you can buy the book here $15.64.
For further reading: The Human Side of Cancer: Living with Hope, Coping with Uncertainty excerpts | buy book