11. Constructing an alternative rhetoric
• “Breast cancer is not a pink ribbon.”
• Visual rhetoric of shock vs central construct of
family and friends of Komen
•
12. Visual Rhetoric of the Photographs
• Activate demanding reciprocity of direct
interaction with viewer
• Female embodiment which resists
containment within conventional and
exclusionary physical standards of female
display.
• Acts of “somatic cultural resistance” and
“defiance” in face of disfiguring disease
13. Scar vs pink ribbon
• Incorporation of terms into narratives of
women
• Reflects extent to which dominant ideology of
project is reflected in way they have come to
see themselves and their disease
14. Challenge to representational
practices
• Normative eroticized breast with scarred chest
• Jay’s focus is on what is not there
• Women out of conformity with traditional
standards yet not defeminized or desexualized
• Jay’s manipulation of cultural conventions
surrounding female display
15. New Meaning to post mastectomy
bodies
• Teach women what to expect
• Enlarge cultural imaginary
• Provide alternative that equates breasts with
central construct in definition of womanhood
• Expands and enlarges cultural conversations
around issues of femininity, beauty, and
female embodiment
16. Alternative to Komen
• Reifies what is generally hidden
• Re vises understanding of post mastectomy
bodies
• Wake up call to young women
• Constructs form of emboidiment that assigns
new meaning to scars
• Stigma becomes source of empowerment and
beauty
