An exploration of women’s cardiovascular disease within a corporate partner magazine of the Heart Truth campaign

Abstract

The purpose of this research study was to explore the social construction of women’s cardiovascular disease, identities and health within Glamour magazine, a corporate partner of The Heart Truth® campaign. The Heart Truth campaign was implemented as a United States (U.S.) national action plan in 2002 to increase women’s awareness about their leading cause of death (i.e., cardiovascular disease), and encourage women to take action to manage various risk factors. By conducting an ethnographic content analysis of relevant information within the inaugural October 2003 issue of Glamour, the following themes were identified: (a) a culture of consumerism (overarching theme); (b) the oblivious, unknowledgeable, dependent woman at risk (sub-theme); and (c) attaining a particular version of a healthy, feminine woman. These findings reveal the problematic ‘feminization’ of cardiovascular disease through the promotion of heteronormative ideals and gendered social order, and dependency on broader institutions and corporations.