Healthy Skepticism Library item: 6145

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Publication type: Journal Article

Curry P, O'Brien M.
The male heart and the female mind: a study in the gendering of antidepressants and cardiovascular drugs in advertisements in Irish medical publication.
Soc Sci Med 2006 Apr 01; 62:(8):1970-7
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VBF-4H8MP4P-2&_coverDate=04%2F30%2F2006&_alid=458095777&_rdoc=1&_fmt=&_orig=search&_qd=1&_cdi=5925&_sort=d&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=2d8b763dd1b74e8916b1bf6594bde81a

Abstract:

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.

Keywords:
Advertising* Antidepressive Agents* Cardiovascular Agents* Commerce Female Humans Ireland Journalism, Medical* Male Sex Factors