Communicative and Discursive Perspectives on the Medication Experience
Abstract
:1. Introduction: Key Concepts
1.1. Communication and Health Communication
Health communication scholars apply a wide range of different theories, models, and research methods from these different areas of communication inquiry to examine health communication phenomena. They also adopt theories and methods that derive from many other related disciplines, such as psychology, sociology, anthropology, public health, medicine, nursing, health education, epidemiology, and social work.
1.2. Order of Presentation
1.3. Discourse’ and ‘Meaning’
- The denotation: what a word or text means in and of itself, e.g., ‘purple pill’: pill of purple color.
- The connotation: what it means by association, especially through context, e.g., ‘purple’ can connote nobility, wealth; ‘purple pill’ can have contemporary cultural connotations.
- The pragmatic meaning: what you are ‘getting at’ by these words in this instance, e.g., ‘Help prevent clot formation’ in a drug ad is meant to justify the plug for the drug.
- The perlocutionary meaning: what you mean to accomplish by the words, e.g., ‘Help prevent clot formation’ etc.’ in a drug ad aims, ostensibly, to get you to ask your doctor about the drug.
- The semiotic meaning: what the text or object or action means as part of a system, e.g., purple pills in contrast with pills of other colors (as conceived by consumers, regulators, manufacturers).
- The significance: what a text or an experience ‘means to me’, in terms of beliefs, values, and other impact.
2. General Descriptors for Medications
3. Do Drug Names Carry Meaning?
4. Verbal and Visual Suggestivity
Many broadcast advertisements are misleading, using imagery to suggest effectiveness far beyond what clinical evidence suggests…
5. Strategizing the Power of the Message
6. Participant Roles and Relationships, Activities and Actions, Attitudes, and Settings
The communicative strategies that pharmacists used to find out about participants’ OTC medicines often left meanings submerged or hidden. This created and perpetuated interactional confusion and misunderstanding, making the process more difficult and the tasks of MR [medication review] unreciprocated.
7. Traits and Capabilities
8. Sociocultural Effects
9. Conversations, Stories, and Self-Expression
- […] I watched the tray, where he opened packets
- with a sterile flourish—scalpel, scissors,
- needle, thread like a wild, alive-ish
- thing. How deep do you go, an inch?
- He laughed with amusement. No! Then we’d be
- in your spine! I love Novacaine,
- I said, wanting to converse like an equal,
- and told him how nylon was named, after
- New York and London, and he told me Nystatin
- had been named after NY State. Then he carved a little
- round of skin out of my back […]
These are the tranquillized fifties and I am forty.
Tamed by Miltown, we lie on Mother’s bed (“Man and Wife”)I am a thorazined fixture/in the immovable square-cushioned chairs (“Home”)
10. When the Information Source Is Far from Obvious: Leaflets and Labels
11. Discursive Issues in Risk Communication
Top of Form.Bottom of Form.
12. The Internet
13. Conclusions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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# | Factor | Example |
---|---|---|
1 | sender | anonymous text, speaker |
2 | participant characteristics | demographics/culture, personal traits and capabilities, roles, relationship |
3 | goals | health outcomes, sales |
4 | action, activity | warning, diagnosing, counselling, selling |
5 | medium | channel, language |
6 | message | content, theme, form, organization, thrust |
7 | register (realm) | medicine, religion, chit-chat |
8 | tone | modest, open, blunt, authoritative, distant, casual, flippant |
9 | genre | prose, poetry, leaflet, letter, ad, joke |
10 | communication style | degree of directness, detail, concision, clarity |
11 | norms | rules of interaction, accessibility |
12 | setting | website, pharmacy, clinic |
13 | attitude to message | attention, involvement, respect, certainty, trust |
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Glinert, L.H. Communicative and Discursive Perspectives on the Medication Experience. Pharmacy 2021, 9, 42. https://doi.org/10.3390/pharmacy9010042
Glinert LH. Communicative and Discursive Perspectives on the Medication Experience. Pharmacy. 2021; 9(1):42. https://doi.org/10.3390/pharmacy9010042
Chicago/Turabian StyleGlinert, Lewis H. 2021. "Communicative and Discursive Perspectives on the Medication Experience" Pharmacy 9, no. 1: 42. https://doi.org/10.3390/pharmacy9010042
APA StyleGlinert, L. H. (2021). Communicative and Discursive Perspectives on the Medication Experience. Pharmacy, 9(1), 42. https://doi.org/10.3390/pharmacy9010042