LAUSR

ABSTRACT The ‘pinkification’ of breast cancer culture in recent years conflates women’s empowerment with the celebration of hyperfemininity. Consistent with this trend, reconstructive surgery post-mastectomy is increasingly normalised: restoring the breasts is to restore ‘lost’ femininity. Contextualised within the pressures of this normalisation, our article explores how women who decide against breast reconstruction negotiate their non-normative ‘flat’ bodies. We examine women’s posts in a breast cancer forum about their refusals of breast reconstruction. Using thematic and feminist post-structuralist analyses, we suggest that although health and body acceptance discourses enable resistance to embodied femininity norms, pressures to conform permeate practices related to appearance. Clothes and prosthetic breasts enabled forum participants to pass as ‘healthy’, ‘whole’, and ‘recovered’. The study’s findings emphasise the limitations to agency and resistance that emanate from the ways constraining gender discourses infiltrate every aspect of a woman’s life. In line with a critical awareness approach to breast cancer education, we discuss the possibilities of resistance afforded by the safe spaces of online communities.