Producing “Healthy” Girl Subjectivities – Pharmaceutical Advertising of the HPV Vaccine in Sweden

Abstract

The aim of this study is to explore how Swedish HPV vaccine advertising campaigns serve to produce Swedish adolescent girl subjectivities as the ideal users of HPV vaccine and how adolescent girls are addressed encouraging them to identify with the new “healthy girl” subjectivities.

I ask the following two questions:

1) How are “healthy” adolescent girl subjectivities discursively produced, framed and promoted in the Swedish HPV vaccine advertisement campaigns?

2) How are adolescent girls addressed by Swedish HPV vaccine advertising in ways encouraging them to identify with the new “healthy girl” subjectivities?