Cerberus said:
I don't know how old you are, but if you can recall a time before Armstrong was a celebrity, do you recall anyone who wasn't "aware" of cancer? You'd be hard pressed to find a disease that has less need of having it's public profile raised. I believe that around 1/3 of the population in western countries gets cancer at some point of their life. Practically everyone knows someone who'd had cancer or who died from it. There are many causes that needs celebrity endorsement to make headlines, but I don't think cancer is one of them, at least not in my experience
I have noticed that cancer has become associated with struggle and aggression-like metaphors. Many people don't claim to have been cured from cancer, they have 'beaten cancer' or 'fought cancer'. In a recent publicity campaign in the Netherlands, a famous swimmer who survived cancer was depicted with a sword in his hand. There were no references why he was holding it - apparently the connection between cancer and fighting is quickly recognized by viewers.
The 'combat metaphor' is spilling over to other diseases, but I'm quite sure it has become most widespread in communication about cancer. And I think that Armstrong has played an important role in this. It has been my impression that the notion that you beat cancer (rather than survive it or just be cured) became most widespread in the last decade.
Would this be a good or a bad thing? I don't know. What I would see as a positive side is that the combat metaphor implies a kind of empowerment of patients. At the same time, it also implies that those who succumb could have fought harder. Cancer patients are, as a rule, not in control of their destiny and depicting the development of their disease as a struggle could suggest that they can overcome the disease when they really can't. In some cases, learning to live with cancer as a factor in one's live is the challenge, rather than getting rid of it.
Also, I have read accounts by cancer patients who just don't recognize their way of coping with the disease in the combat metaphor. A patient might feel quite passive during the various treatments, and the implicit instruction to 'get up and fight' could be utterly inappropriate.
Finally, it should be recognized that there is probably no evidence that the mental attitude of a patient truly influences the disease. In other words, I think a patient taking a passive stance is just as likely to survive as a patient who is determined to 'beat this enemy'. Having a mind like Armstrong probably won't factor in the effectiveness of the cure, and I do hope that the funds associated with his name make that clear. It would be unfortunate if patients feel inadequate because they don't feel like 'fighting'.
Sorry to write so extensively about this, but health communication has been part of my studies, so I just had all kinds of associations with the subject. The image of cancer in mass media deserves a lot of study and would make a fine research subject. It could even focus on Armstrong, as a thesis.