Doctoral Dissertation Research: Medicalization Processes and Prescription Advertising: Effects for Consumers, Physicians and Society

题目：博士论文研究：精神药物的直接面向消费者的广告：对消费者、医生和整个社会的影响。摘要本博士论文研究支持项目研究了处方药面向消费者的广告，这种做法被称为直接面向消费者的广告（DTCA）。本研究的主要目的是通过深入了解抗抑郁药物DTCA相关的益处、后果和过程，为有关当前药物广告法规的辩论提供信息。博士生将探讨DTCA对消费者的影响、态度和行为、他们与医疗机构的体验，以及对身体和情感体验的更广泛理解的产生和延续。调查以以下研究问题为指导：DTCA如何影响消费者？解释他们的身体和情感经历以及他们对医疗保健的决定？DTCA如何影响消费者？医学机构的经验？DTCA是否促进了情绪障碍的性别化？如果有，如何实现？本课题采用多方法、三角化的研究设计，将定性与定量数据相结合。要分析的数据包括：1)从1997-2006年三份女性杂志、三份男性杂志和四份普通读者杂志中收集的抗抑郁药物的印刷广告；2)对居住在美国西南部的医生、精神科医生和消费者进行的总共50次一小时的访谈；3)对处方药直接面向消费者促销的态度和行为影响的患者和医生调查（美国食品药品监督管理局2002年）。这种整体分析有望促进对环境因素（如广告）如何塑造个体的理解。身份，他们的医疗保健决定，以及他们与他人的互动。该项目提供了对影响公众对精神疾病和治疗看法的因素之一的深入了解。本研究提出了与DTCA相关的理论和分析方法。研究结果有助于对身份、自我标签、医患互动、医疗化、社会控制、性别角色和身份等社会学理论的新理解和适用性。该项目是联合项目负责人培训和教育的核心，包括指导和培训一名本科生研究助理。研究结果将在几个国家和地区的会议和会议上提交给科学界，该项目预计将发表几篇可发表的期刊文章。在最广泛的层面上，这项调查为评估和批评美国医疗保健系统的当前组织提供了一个出发点。研究结果有助于为改善美国医疗保健的组织和提供提供建议，这在政策圈是一个非常及时的话题。

PI and Co-PI: Cecilia Menjivar and Jennifer B. Arney Title: Doctoral Dissertation Research: Direct to consumer advertising of psychotropic medications: Effects for consumers, physicians, and society at largeSES - 0828582 ABSTRACTThis Doctoral Dissertation Research Support project examines the advertising of prescription medications toward consumer audiences, a practice referred to as direct-to-consumer advertising (DTCA). The primary goal of the study is to inform debates regarding current drug advertising regulations by providing insight into the benefits, consequences, and processes associated with DTCA of antidepressant medications. The doctoral student explores the effects of DTCA on consumers, attitudes and behaviors, their experiences with the institution of medicine, and the production and perpetuation of broader understandings of physical and emotional experiences. Inquiry is guided by the following research questions: How does DTCA affect consumers? interpretations of their physical and emotional experiences and their decisions about health care? How does DTCA affect consumers? experiences with the institution of medicine? Does DTCA facilitate the gendering of mood disorders? If so, how is this achieved? This project uses a multi-method, triangulated research design in order to combine qualitative and quantitative data. Data to be analyzed include 1) print advertisements for antidepressant drugs collected from the 1997-2006 issues of three female-directed magazines, three male-directed magazines, and four common readership magazines, 2) a total of 50 one-hour interviews with physicians, psychiatrists, and consumers residing in the southwestern U.S., and 3) the Attitudinal and Behavioral Effects of Direct-to-Consumer Promotion of Prescription Drugs patient and physician surveys (US FDA 2002). This holistic analysis is expected to advance understanding of how environmental factors, like advertisements, shape individuals? identities, their health care decisions, and their interactions with others. The project provides insight into one of the factors that shape public perceptions about mental illness and treatment. The study advances theories associated with DTCA and methods used in its analysis. Findings contribute to new understandings and applicability of sociological theories involving identity, self-labeling, physician-patient interactions, medicalization, social control, and gender roles and identities. The project is central to the training and education of the co-PI, and involves the mentoring and training of an undergraduate research assistant. Findings will be presented to the scientific community at several national and regional meetings and conferences, and the project is expected to render several publishable journal articles. At the broadest level, this investigation provides a point of departure for an assessment and critique of the current organization of the American health care system. Results help inform suggestions to improve the organization and delivery of health care in America, a very timely topic in policy circles.