Resisting “national breast cancer awareness month”: the rhetoric of counterpublics and their cultural performances

Abstract

Since 1984, October has been recognized in the U.S. as National Breast Cancer Awareness Month. In 1997, the Toxic Links Coalition of the Bay Area, California, began organizing annual “Stop Cancer Where It Starts” tours to counter attempts to obscure the environmentally-linked causes of cancer. By drawing on research including participant observation, this essay analyzes the politics of these two publics in an attempt to illustrate the limits of a binary conceptualization of publics and counterpublics and to emphasize the rhetorical value of the cultural performances that constitute public life.