Feel Your Boobies® is a breast cancer awareness non-profit organization whose mission is to utilize unexpected and unconventional methods to remind young women, to "feel their boobies."
I gotta say, I'm not a fan of the name, however positive the effects. After all, isn't the fetishizing and sexualizing of female body parts a piece of the problem? Let’s face it: We’re really freaking immature when it comes to talking about breasts. Culturally, we treat them as dangerous; unless they're on display as sex objects, we don’t want to see them at all (for more on this, google “breastfeeding in public”). We’ve imbued the breast with so much sexual power that serious cultural conversation about diseases and dangers is difficult, at best, to carry on. It was only through great struggle and the loss of many great women to breast cancer (and, I suspect, a parallel rising awareness of the dangers of prostate cancer) that we got to the point where we could begin having frank discussions about tactics for diagnosis and prevention.
That’s why calling a campaign “Feel Your Boobies” doesn’t quite work for me. I get the point, I really do--kind of a 'reclaiming,' a 'taking back,’ a clever usage of the language of the target audience. The organization and its name may even have some impact, raising awareness among young women and perhaps leading to some early diagnoses (the site provides some testimonials to this effect). I do wonder, though, what the longer-term effects may be. No matter how “postfeminist” we believe our society to be, the reality is that we’re walking around in a heteronormative culture designed through a partriarchal lens. We continue to agree to think and talk about the world in male-friendly ways. On the one hand, “Feel Your Boobies” may make men (and lots of women, I’m sure) productively uncomfortable: Sexualizing breast self-exams, increasing awareness through the promotion of a kind of autoerotic call to action. On the other hand, the name seems to perpetuate the kind of socio-sexual power breasts have in our society. “All hail the great Breast,” right?
I’d rather see us take the sex out of self-exams. I’d rather see us work to divorce breast cancer research and breast cancer awareness from the cult of the breast. My sense is that Feel Your Boobies may increase awareness—and that’s good—while continuing to worship at the altar of the breast—and that’s not so good.