Issues of representation, reflexivity, and research-participant relationships: Doing feminist cultural studies to improve health campaigns

I reflect upon findings from a feminist cultural study uncovering teen girls' and parents' perceptions of the Gardasil HPV/cervical cancer vaccine media campaign. I consider issues important to feminist researchers such as representation, reflexivity, and researcher-participant relationships as they relate to public relations research. Topics discussed are seeing the dark side of meeting our publics, renegotiating feminist ideals, and balancing strategic and feminist goals. I propose considerations for doing feminist cultural studies to inform campaign production.