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| Foreword | |
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| Acknowledgments | |
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| Introduction to the 2012 Edition | |
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| What is Pink Ribbon Culture? | |
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| The Development of Pink Ribbon Culture | |
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| The Breast Cancer Movement | |
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| Medical Consumerism | |
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| Aesthetics and Normalization | |
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| A Cause of Epidemic Proportions, and the Rise of Pink October | |
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| Solidarity, Fundraising, and Publicity | |
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| Unintended Consequences | |
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| Mixed Metaphors: War, Gender, and the Mass Circulation of Cancer Culture | |
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| The Masculine and Feminine Ethos of American Cancer Culture | |
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| Livestrong and the Masculine Ethos | |
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| Gilda's Club and the Feminine Ethos | |
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| Pink Femininity | |
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| Pink Femininity in Breast Cancer Culture | |
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| The She-ro | |
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| Consuming Pink: Mass Media and the Conscientious Consumer | |
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| The Special Role of Women's Magazines | |
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| The Breast Cancer Audience | |
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| Branding and the Niche Market of the Socially Aware | |
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| Warriors in Pink | |
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| The Breast Cancer Brand | |
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| Fear and the Pink Menace | |
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| Hope and Faith in Breast Cancer Awareness | |
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| Goodness, Fundraising, and the Pink Lifestyle | |
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| Komen's New Logo | |
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| Consuming Medicine, Selling Survivorship | |
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| The Breast Cancer Industry | |
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| Disease Classification | |
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| Medical Technology | |
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| The Benefits of Mammography | |
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| The Risks of Mammography | |
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| Cost/Benefit Analysis | |
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| Screening Programs and the Makers of the Machines | |
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| Big Pharma | |
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| Industry Ties to Advocacy | |
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| Under the Pink: Optimism, Selfishness, and Guilt | |
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| Ruby's Story | |
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| "Becoming" a Breast Cancer Survivor: Learning the Rules | |
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| Feeling Rule I: Optimism | |
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| Incorporation of the She-ro | |
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| Rejecting the She-ro | |
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| Feeling Rule 2: Selfishness | |
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| She-roic Selfishness (i.e., Rational Coping Strategy) | |
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| Selfishness as Confessional | |
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| Feeling Rule 3: Guilt | |
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| The Inadequate She-ro | |
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| Embodied Social Stigma | |
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| Family Disruption | |
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| Conclusion | |
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| The Balancing Act | |
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| Taking Care of Myself | |
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| The Balancing Act | |
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| Setting Boundaries | |
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| Accepting Help | |
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| Asking for Help | |
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| Balancing the Sisterhood | |
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| Final Thoughts | |
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| Shades of Pink | |
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| The Limiting Nature of Words | |
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| Narrating One's Illness | |
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| Realism and Transcendent Subversion | |
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| The Picture Outside the Frame | |
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| The Terrible Stories | |
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| Rethinking Pink Ribbon Culture | |
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| "Not Just Ribbons" | |
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| "Think Before You Pink" | |
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| Index | |