Gender and Stigma Representations in Magazine Health Advertisements Have Increased Over Time

• In Event: 322 - Section on Medical Sociology Roundtable Session
  In Refereed Roundtable: Table 05. Pharmaceuticals

Abstract

Sociologists have long documented the societal impact of direct- to- consumer advertising and the specific influence of pharmaceutical advertising on social views. Yet very little research has focused on pharmaceutical advertisement influences on gender and stigma representations and no research has assessed the transformation of these influences over time. This study uses content analysis of pharmaceutical drug advertisements in issues of Time, Shape, and Men’s Health magazines during 1998 and 2011 in order to qualitatively explore changes in health advertisement composition, advertisement targeted gendered audiences, and intended gendered audience perceptions. Results suggest that while pharmaceutical companies noticeably target a female audience for depression, pharmaceutical companies also try to destigmatize other health conditions. Specifically, pharmaceutical companies have been found to destigmatize health conditions which disrupt the lifestyles of the individuals with the condition more than they try to destigmatize conditions which are associated with any other stigmatized characterization. Furthermore, the influences of pharmaceutical companies on gender and stigma representations have increased over time.

Author

• Nicole Lehpamer, Michigan State University