dc.contributor.author | Williams, Katharine A. | en_US |
dc.date.accessioned | 2010-03-09T20:23:02Z | |
dc.date.available | 2010-03-09T20:23:02Z | |
dc.date.issued | 2010-03-09T20:23:02Z | |
dc.identifier.uri | http://hdl.handle.net/10464/2948 | |
dc.description.abstract | This thesis uses critical discourse analysis (COAl to explore and examine direct-toconsumer
(OTC) pharmaceutical drug advertisements appearing in four issues of 0, The
Oprah Magazine in 2006. The theoretical underpinnings of this thesis emerge from social
scientists and feminists analyses regarding the medicalization of everyday life. The
findings of this study highlight three types of discourses used by pharmaceutical
companies. First, I explore the use of historical and contemporary gender norms to seJi
pharmacological products; second, J examine discourses which normalize the use of
chemical solutions as the first line of defense to address a wide range of everyday
problems; and finally, I assess how phannaceutical advertisements provide an illusion of
autonomy by responsibilizing individuals as patients, at the same time as they suggest
that real independence can only be achieved with medication. My discussion of these
themes also includes an analysis of why 0 Magazine, which explicitly promotes
women's empowerment through holistic approaches to health and personal growthmight
support such advertising. Thus I explore: how does OTC advertising benefit both
pharmaceutical companies and 0 Magazine itself? I conclude through a brief discussion
of the larger implications of OTC advertising for women's health. | en_US |
dc.language.iso | eng | en_US |
dc.publisher | Brock University | en_US |
dc.subject | Advertising--Drugs. | en_US |
dc.subject | Drugs--Marketing. | en_US |
dc.subject | Women consumers. | en_US |
dc.title | Medicalization and women : O, the Oprah Magazine diagnosed through critical discourse analysis | en_US |
dc.type | Electronic Thesis or Dissertation | en_US |
dc.degree.name | M.A. Social Justice and Equity Studies | en_US |
dc.degree.level | Masters | en_US |
dc.contributor.department | Social Justice and Equity Studies Program | en_US |
dc.degree.discipline | Faculty of Social Sciences | en_US |