The construction of patienthood in medical advertising

Seeking safety: predictors of hurricane evacuation of community-dwelling families affected by Alzheimer's disease or a related disorder in South Florida

This article explores how dyads of 186 community-dwelling individuals with a diagnosis of Alzheimer's disease or a related disorder (ADRD) and their caregivers (dyads) plan to respond to hurricane evacuation warnings in South Florida. Predictors of dyad evacuation for a category 1-3 storm include (1) a younger age of the person with an ADRD diagnosis, (2) the caregiver living in a different residence than the person with ADRD, (3) lack of hurricane shutters, and (4) lower income. A dyad is more likely to evacuate in a category 4 or 5 hurricane if there is (1) a younger age person with an ADRD diagnosis, (2) a more recent diagnosis of ADRD, (3) a residence in an evacuation zone, and if (4) they report needing a shelter. Emergency management teams, especially those who assist with special needs shelters or other outreach programs for people with cognitive disabilities, can use these guidelines to estimate service usage and needs.

The role of screenings methods and risk profile assessments in prevention and health promotion programmes: an ethnographic analysis

In prevention and health promotion interventions, screening methods and risk profile assessments are often used as tools for establishing the interventions’ effectiveness, for the selection and determination of the health status of participants. The role these instruments fulfil in the creation of effectiveness and the effects these instruments have themselves remain unexplored. In this paper, we have analysed the role screening methods and risk profile assessments fulfil as part of prevention and health promotion programmes in the selection, enrolment and participation of participants. Our analysis showed, that screening methods and health risk assessments create effects as they objectify health risks and/or the health status of individuals, i.e., they select the individuals ‘at risk’ and indicate the lifestyle modifications these people are required to make in order to improve their health. Yet, these instruments also reduce the group of participants thereby decreasing the possible effect of interventions, as they provide the legitimisation for people to make choices to whether they enrol or not and what lifestyle changes they incorporate into their lives. In other words, they present a space of interaction, in which agency is distributed across the practice nurses, the participants and the instruments. Decisions were not just made upon the projection of the outcomes of these instruments; decisions that were made by both the patients and practice nurses were the resultant of their opinions on these outcomes that were formed in interaction with the instruments.

(8) The work of Michel Foucault: relevance to pharmacy practice

Michel Foucault remains a controversial figure in social theory, his ideas giving rise to both loathing and adoration in equal measure. Writing from the 1960s to the 1980s, his work spans the disciplines of history, sociology and philosophy, and defies easy categorisation and elucidation. In this paper we attempt to situate Foucault's approach within the broad sweep of sociological thought in the late 20th century. We describe some of his central ideas, before moving on to critique his work and the contribution he and his adherents have made to medical sociology. Finally, we suggest how scholars might draw on his ideas to guide their research in pharmacy practice and social pharmacy.

Gender and images of heart disease in Scandinavian drug advertising

AIMS

This study examines the construction of the "heart disease candidate" in advertisements for cardiovascular drugs in Scandinavian medical journals.

METHODS

All advertisements for cardiovascular drugs (n = 603) in Scandinavian medical journals (Denmark, Finland, Norway, and Sweden) in 2005 were collected. Only advertisements that portray users (n = 289, 48% of the advertisements) were analyzed.

RESULTS

The results show that coronary candidacy is constructed as a male condition in half of the advertisements for cardiovascular drugs. The advertisements suggest a gendering of heart disease: men are the major victims of heart failure and cardiac insufficiency, and women are in need of cholesterol-lowering drugs. The cardiovascular drug advertisements portray a restoration of men's hyperactive agency, valorized by means of sporty images, by drawing on masculinity as a fixed trait and behavior. Hypercholesterolemia as a woman's disease reproduces the tyranny of slimness for women: Only women's stoutness is medicalized, and there are no pictures of heavy men.

CONCLUSIONS

The findings point to the public health implications of gendered images of coronary candidacy in medical advertising.

Death denial: obstacle or instrument for palliative care? An analysis of clinical literature

As a society and as individuals, we have come to recognize ourselves as 'death-denying', a self-characterisation particularly prominent in palliative care discourse and practice. As part of a larger project examining death attitudes in the palliative care setting, a Medline search (1971 to 2001) was performed combining the text words 'deny' and 'denial' with the subject headings 'terminal care', 'palliative care' and 'hospice care'. The 30 articles were analysed using a constant comparison technique and emerging themes regarding the meaning and usage of the words deny and denial were identified. This paper examines the theme of denial as an obstacle to palliative care. In the articles, denial was described as an impediment to open discussion of dying, dying at home, stopping 'futile' treatments, advance care planning and control of symptoms. I suggest that these components of care together constitute what has come to be perceived as a correct 'way to die'. Indeed, the very conceptualisation of denial as an obstacle to these components of care has been integral to building and sustaining the 'way to die' itself. The personal struggle with mortality has become an important instrument in the public problem of managing the dying process.

Gendering the migraine market: Do representations of illness matter?

Migraine is a common, debilitating and costly disorder. Yet help-seeking for and rates of diagnosis of migraine are low. Drawing on ethnographic observations of pharmaceutical marketing practices at professional headache conferences and a content analysis of migraine advertising, principally in the USA, this paper demonstrates: (1) that the pharmaceutical industry directs its marketing of migraine medication to women; and (2) as part of this strategy, pharmaceutical advertisements portray women as the prototypical migraine sufferer, through representations that elicit hegemonic femininity. This strategy creates the impression that migraine is a "women's disorder", which, in turn, exacerbates gender bias in help seeking and diagnosis of migraine and reifies presumptions about the epidemiology of the disorder. I conclude that these pharmaceutical marketing practices have a paradoxical effect: even as they educate and raise awareness about migraine, they also create barriers to help seeking and diagnosis.

The male heart and the female mind: a study in the gendering of antidepressants and cardiovascular drugs in advertisements in Irish medical publication

Stereotypes which suggest that cardiovascular disease and depression are related to gender can have consequences for the mental and physical health outcomes of both men and women. This study examines how these stereotypes may be reinforced by medical publications advertising for cardiovascular and antidepressant medication. A random sample of 61 (with no repeats) advertisements which appeared in Irish medical publications between July 2001 and December 2002 were analysed using both content and semiotic analysis. Results indicate that the meanings created by advertisers for cardiovascular drugs and antidepressants did in fact gender these products. Women were depicted as the predominant users of antidepressants and men as the main users of cardiovascular drugs. The images used identified two stereotyped patients: the 'male' heart patient and the depressed 'female' patient. Furthermore, the imagery and language used to promote the two categories of medication tended to strengthen gendered associations.

Are direct to consumer advertisments of prescription drugs educational?: comparing 1992 to 2002

We investigate the educational value of direct-to-consumer (DTC) prescription drug advertisements from 58 popular magazines published in 1992 and 2002. We find that the number of DTC prescription drug ads increased nine-fold from 1992 to 2002, while the advertisements for other health care products increased only slightly. We examine changes in 1992-2002 DTC prescription drug ads both quantitatively and qualitatively. We find that the educational value as it relates to serious medical conditions decreases over time based on the media logic that the primary purpose of advertisements is to promote consumption, rather than education. We enumerate and describe the media logic tactics employed, and find a statistically significant increase in the number of such tactics per ad in 2002.

Denial of impending death: a discourse analysis of the palliative care literature

Terminally ill patients and their families are often referred to as being "in denial" of impending death. This study uses the qualitative method of discourse analysis to investigate the usage of the term "denial" in the contemporary hospice and palliative care literature. A Medline search (1970-2001) was performed combining the text words "deny" and "denial" with the subject headings "terminal care", "palliative care" and "hospice care," and restricted to English articles discussing death denial in adults. The 30 articles were analysed using a constant comparison technique and emerging themes regarding the meaning and usage of the words "deny" and "denial" identified. This paper focusses on the theme of denial as an individual psychological process. Three dominant subthemes were distinguished: denial as an unconscious "defence mechanism", denial as "healthy" and denial as temporary. The analysis focusses on the intertextuality of these themes with each other and with previous texts on the denial of death. Elements of the psychoanalytic definition of denial as an unconscious defence mechanism are retained in the literature but are interwoven with new themes on patient choice. The result is an overall discourse that is conflictual and at times self-contradictory but overall consistent with the biomedical model of illness. I suggest that the representation of death denial elaborated in these articles may be related to a larger discourse on dying in contemporary Western society, which both invites patients to participate in the planning of their death and labels those who do not comply.

Men's emotional inexpressivity: advertising for psychotropic drugs in Scandinavian medical journals

Aim

Men's use of psychotropics and the portrayal of men in psychotropic drug advertising have been underresearched and undertheorized in past research on psychotropics. The focus on women's health as the primary target of medicalization and commodification has scanted the same processes for men. This study aims to illuminate the construction of patienthood in the patient portrayals of men's mental health.

Method

A quantitative and qualitative analysis was done of all the advertisements (N=366) for psychotropics that appeared in the national medical journal in Denmark, Finland, Norway, and Sweden in 2000.

Results

In the gender portryal of men in the psychotropic ads two images of men's patienthood were constructed: men's relational problems with family and men as victims of ontological insecurity.

Accounting for unprotected sex: stories of agency and acceptability

Based on the idea that risks are knowable, calculable and preventable, dominant social scientific and health promotion discourses foster an image of individual risk control and responsibility. The presentation of the self is a moral enterprise. Accounts of unprotected sex by HIV positive people who have the potential to transmit HIV to their sexual partners can be particularly morally charged. Drawing on 73 depth qualitative interviews with HIV positive people and their sexual partners, this paper explores how the interview accounts of unprotected sex can illuminate the way in which the self is presented within the context of situated norms of risk acceptability and moral responsibility. We identify two forms of account: stories of agency; and stories of acceptability. Stories of agency tend to deny agency and abdicate individual responsibility given the circumstances, and were also a key feature of accounts in which the sexual partners of HIV positive people were placed at risk of HIV transmission. Categories of appeal included the denial of agency as a consequence of: risk calculus and condom accidents; alcohol and drug effects; powerlessness and coercion; and forces of nature. By contrast, stories of acceptability tend to justify unprotected sex as acceptable. Categories of appeal included: HIV positive concordance; and commitment in relationships. Other forms of justification included: alter responsibility; and intentional HIV transmission. We conclude that accounts of risk management are risk managed. We call for greater attention by social scientists to the way in which accounts are constructed, and in particular, to 'anti-rational' forms of explanation within accounts.

Pap smear brochures, misogyny and language: a discourse analysis and feminist critique

Text from a public health brochure on pap smears was analysed with particular reference to ways in which the language used conveys particular messages about women and their bodies. In the text, 'humans' were found to be excluded as such. Both the pap smear service provider and the women who are the recipients of this service--and at whom such brochures are targeted--are objectified and their characteristics of human existence (i.e. ontological capacities) were restricted. The language of the pamphlet invokes an image for women associated with vaginal (penile penetrative) sex. The discourse also is found to be didactic, biomedical and written in the voice of the service provider. Further, the encounter of pap smear events is contextualized as procedural such that not only is the woman 'done to' in the process of having a cervical smear test but the woman's and provider's experiences of the encounter are silenced. It is concluded that the texts may be viewed as misogynist and that such texts do not take account of the complexity of women's decisions to 'submit to' or comply with cervical cancer screening.

Health-related messages in consumer magazine advertising

OBJECTIVE

To characterize the patterns of health-related messages in consumer advertising from U.S. magazines.

DESIGN

Observational survey of advertisements occupying a third of a page or more from the January 1994 issues of the 11 most popular consumer magazines.

MEASUREMENTS AND MAIN RESULTS

Health messages were present in 22.8% (85/372) of all the advertisements reviewed. Of the advertisement categories (prescription medication, over-the-counter medication, exercise-related product, health service, health device, diet/health-related food, and other), over-the-counter medications were the most common among the advertisements that had health messages (32.9%, 28/85) (7.5% of the total advertisements, 28/372). The five advertisements for prescription medications were duplications of two different advertisements, one for a hair promotion product and one for hormone replacement therapy. Products related to diet and exercise together represented 29.4% (25/85) of all advertisements with health messages. Three advertisements (3.5%) were for health devices, and five (5.9%) were for health services.

CONCLUSIONS

Health-related messages are frequent in consumer advertising. The effects of health marketing on consumer protection, health care costs, and the physician-patient relationship are discussed.