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This article analyzes the textual and visual discourse of recent depression campaigns and advertisements generated by state-policy, advocacy, and pharmaceutical organizations, drawing on the work of Anne Balsamo, Nikolas Rose, and Paul Rabinow, among others. A variety of recent Web campaigns are critiqued, addressing the new pharmaceutical strategy of identifying a broad spectrum of depression. These campaigns re-gender subjects by targeting common social and biological factors in the lives of women and girls as risks, while framing male depression as patriarchal opportunity. This analysis of the discourse of gender, risk, and depression in the context of neo-liberalism indicates how health subjects are imagined as consumers and how this situation creates new constrained forms of “responsibilized,” gendered subjectivity.  Resume : Cet article analyse le discours textuel et visuel de campagnes et de publicites recentes sur la depression produites par des organismes gouvernementaux, activistes et pharmaceutiques. Pour ce faire, on se fonde sur l’oeuvre d’Anne Balsamo, Nikolas Rose et Paul Rabinow, entre autres. Nous y passons en revue une diversite de campagnes sur le Web en portant une attention particuliere sur la nouvelle strategie pharmaceutique qui consiste a reconnaitre un large eventail de types de depression. Ces campagnes remettent l’accent sur le sexe des sujets en evaluant les pratiques quotidiennes de femmes et de filles comme comportant des risques tout en cadrant la depression masculine comme occasion patriarcale. Cette analyse du discours sur le sexe, le risque et la depression dans le contexte du neoliberalisme indique comment maints organismes percoivent les patients comme etant des consommateurs et comment cette perception cree de nouvelles formes contraignantes de subjectivite « responsabilisee » par sexe.

Re-gendering Depression: Risk, Web Health Campaigns, and the Feminized Pharmaco-Subject