The Male Heart and The Female Mind : A Study in the Gendering of Antidepressants and Cardiovascular Drugs in Advertisements in Irish Medical Publication  

Oleh:

Curry, Phillip ; O'Brien, Marita

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Social Science & Medicine (www.elsevier.com/locate/sosscimed) vol. 62 no. 8 (Apr. 2006), page 1970-1977.
Topik: advertisement; advertisement; cardiovascular; depression; gender; health; ireland

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS53.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Stereotypes which suggest that cardiovascular disease and depression are related to hender 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 this products. Women were depicted as the predominant users of antidepressants and men as the main users of cardiovascular drugs, The images used indentified two stereotyped promote the two categories of medication tended to strengthen gendered associations.

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