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There is an extensive social science and psycho-oncology literature on coping with cancer which claims that “thinking positive” is correlated with — and, by extension, causally implicated in — individuals’ morbidity and mortality rates, and their overall level of mental health. Drawing on our own data, in which groups of women with breast cancer talk about “thinking positive”, this paper interrogates the basis of such claims from a discursive perspective, by challenging the data analyses upon which they are based. We show that previous literature overwhelmingly relies on self-report data, which are taken as offering more or less accurate depictions of speakers’ psychological states (i.e. their mental adjustment or coping style). A discursive approach, by contrast, explores talk as a form of action designed for its local interactional context, and pays detailed attention to what statements about “thinking positive” actually …