Drug Ads

In recent decades there has been a development of what has been called "consumerism"--that is, a greater concern of the public who spend their money for goods and services to be sure that their interests are being served and, in turn, a response by the providers to pay more attention to the publics demands. In the medical profession, this consumerism has lead to changes in ethical philosophy and, for example, causing physicians to be less paternalistic in their dealings with patients and have more concern for patient autonomy. Recently, in the pharmaceutical industry, with the relaxation of advertising standards, consumerism has lead to what has been called "direct to consumer advertising" of prescription drugs.

This advertising involves magazine and TV ads suggesting the use of various prescription drugs for medical conditions the viewer might experience and also suggesting that the viewer ask their physician if the medication would be appropriate for them. The viewpoints about the use of these ads are divided. Some feel that the ads provide medical education for the public which may not be provided in another way and show the viewer other options which are now available for their illness. Some feel that the ads are misleading, self-serving to the drug companies, lead to viewer self-diagnosis and place an unnecessary burdern on physicians who must respond to their patient's questions about some medications, for example, which are new and about which the physicians may not have had any experience. (Austin 769-785)

Since 1997, direct-to-consumer ads have flourished, even with the requirement that the ads must list all the potential side effects and counter indications. Some critics suggest that the ads get people to take the medications when they do not need them or are not good for them. Others argue that the ads are important to tell people that a medical solution to the problem is now available. Still others suggest that the ads make people more health conscious and spur them on to get the treatment that they need, no matter which medication they eventually use. However, little research covers the effects of these television advertisements. (Escobar 303-326)

A variety of theories offer explanation for the process of “how” the media may impact youth. Overall, there is considerable variation about the theoretical mechanisms by which media messages affect youth behavior and attitudes. The overall process of media impact on youth behavior has to do with the fact that transmitted “messages” are designed to act as stimuli to change consumer behaviors by impacting youth on the psychological, physiological, and behavioral levels. The following is a summary of some of the theoretical perspectives:

Theory:

Social Learning Theory

Summary:

Identifies 3 main processes involved in learning including direct learning experiences, indirect/vicarious learning experiences or modeling, and the storing and processing of information through a series of cognitive processes



Application to Media Impact on Youth: This theory suggests that learned behaviors are influenced by social context. Media influences the socialization process and provides examples of modeled of behaviors with direct and/or indirect messages of ...