Phaedra C. Pezzullo’s article, “Resisting ‘National Breast Cancer Awareness Month’: The Rhetoric of Counterpublics and Their Cultural Performances,” takes a closer look at something that many people, myself included, assume to be a good cause without thinking twice: National Bread Cancer Awareness Month (NBCAM). In order to evince some of the underlying factors behind this designated month, Pezzullo outlines the origin of NBCAM, noting that it was created by one of the world’s top three pharmaceutical companies, Zeneca (now known as AstroZeneca).
