Details
Politics, Propaganda, and Public Health
A Case Study in Health Communication and Public TrustLexington Studies in Health Communication
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36,99 € |
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| Verlag: | Lexington Books |
| Format: | EPUB |
| Veröffentl.: | 30.04.2018 |
| ISBN/EAN: | 9781498553001 |
| Sprache: | englisch |
| Anzahl Seiten: | 186 |
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Beschreibungen
<span><span>Politics, Propaganda, and Public Health: A Case Study in Health Communication and Public Trust</span><span> takes an in-depth look at Merck Pharmaceutical's groundbreaking launch of the Gardasil vaccination and ways in which new trends in pharmaceutical marketing affect public health awareness efforts. Prior to receiving FDA approval for Gardasil, Merck built up concern around the human papillomavirus through early awareness messaging. Though Merck's approach may have promoted inoculation efforts, the company seemingly crafted a product endorsement for Gardasil through its social marketing strategy and nationwide lobbying. The question is, do the ends justify the means? Crosswell and Porter use a unique combination of eye tracking data, in-depth interviews, and rhetorical analysis as they examine what happens to public trust when Big Pharma combines product marketing with awareness messaging. This book offers a platform for cross-disciplinary debate on the effects of direct-to-consumer advertising and proposes future courses of action for Big Pharma regulators and media scholars.</span></span>
<span><span>This book uses multiple methods to consider flaws in the current regulation of direct-to-consumer advertising, using Merck’s launch of Gardasil as a primary case study. It offers a specific way forward for both regulators of Big Pharma as well as scholars of mass communication.</span></span>
<span><span>Acknowledgements </span></span>
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<span><span>Preface</span></span>
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<span><span>CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker</span></span>
<br>
<span><span>CHAPTER TWO: An American System of Pharmaceutical Influence</span></span>
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<span><span>CHAPTER THREE: Deconstructing Merck’s Awareness Campaign </span></span>
<br>
<span><span>CHAPTER FOUR: Social Trust and Public Health</span></span>
<br>
<span><span>CHAPTER FIVE: Consumer Perspectives</span></span>
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<span><span>CHAPTER SIX: Pharmaceutical Conglomerates and American Politics </span></span>
<br>
<span><span>CHAPTER SEVEN: Global Implications of American Medicalization </span></span>
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<span><span>CHAPTER EIGHT: The Genderization of a Vaccination </span></span>
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<span><span>Conclusion </span></span>
<br>
<br>
<span><span>References</span></span>
<br>
<span><span>Appendix A: Commercial Transcripts for Pre-FDA Messages </span></span>
<br>
<span><span>Appendix B: Moderator Guide for U.S. Focus Groups </span></span>
<br>
<span><span>Appendix C: Additional Material/Questions for International Focus Groups </span></span>
<br>
<span><span>Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups </span></span>
<br>
<span><span>Appendix E Demographic Survey for All Focus Groups </span></span>
<br>
<span><span>Appendix F: Eye Tracking Materials </span></span>
<br>
<span><span>Index</span></span>
<br>
<span><span>About the Authors</span></span>
<br>
<span><span>Preface</span></span>
<br>
<br>
<span><span>CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker</span></span>
<br>
<span><span>CHAPTER TWO: An American System of Pharmaceutical Influence</span></span>
<br>
<span><span>CHAPTER THREE: Deconstructing Merck’s Awareness Campaign </span></span>
<br>
<span><span>CHAPTER FOUR: Social Trust and Public Health</span></span>
<br>
<span><span>CHAPTER FIVE: Consumer Perspectives</span></span>
<br>
<span><span>CHAPTER SIX: Pharmaceutical Conglomerates and American Politics </span></span>
<br>
<span><span>CHAPTER SEVEN: Global Implications of American Medicalization </span></span>
<br>
<span><span>CHAPTER EIGHT: The Genderization of a Vaccination </span></span>
<br>
<br>
<span><span>Conclusion </span></span>
<br>
<br>
<span><span>References</span></span>
<br>
<span><span>Appendix A: Commercial Transcripts for Pre-FDA Messages </span></span>
<br>
<span><span>Appendix B: Moderator Guide for U.S. Focus Groups </span></span>
<br>
<span><span>Appendix C: Additional Material/Questions for International Focus Groups </span></span>
<br>
<span><span>Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups </span></span>
<br>
<span><span>Appendix E Demographic Survey for All Focus Groups </span></span>
<br>
<span><span>Appendix F: Eye Tracking Materials </span></span>
<br>
<span><span>Index</span></span>
<br>
<span><span>About the Authors</span></span>
<span><span>Laura Crosswell</span><span> is assistant professor of health communication at the University of Nevada, Reno. </span></span>
<br>
<br>
<span><span>Lance Porter </span><span>is the F. Walter Lockett Distinguished Professor of Mass Communication at Louisiana State University.</span></span>
<br>
<br>
<span><span>Lance Porter </span><span>is the F. Walter Lockett Distinguished Professor of Mass Communication at Louisiana State University.</span></span>
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