Politics, Propaganda, and Public Health

A Case Study in Health Communication and Public Trust

Politics, Propaganda, and Public Health cover

Politics, Propaganda, and Public Health

A Case Study in Health Communication and Public Trust

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Description

Politics, Propaganda, and Public Health: A Case Study in Health Communication and Public Trust 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.

Table of Contents

Acknowledgements
Preface

CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker
CHAPTER TWO: An American System of Pharmaceutical Influence
CHAPTER THREE: Deconstructing Merck’s Awareness Campaign
CHAPTER FOUR: Social Trust and Public Health
CHAPTER FIVE: Consumer Perspectives
CHAPTER SIX: Pharmaceutical Conglomerates and American Politics
CHAPTER SEVEN: Global Implications of American Medicalization
CHAPTER EIGHT: The Genderization of a Vaccination

Conclusion

References
Appendix A: Commercial Transcripts for Pre-FDA Messages
Appendix B: Moderator Guide for U.S. Focus Groups
Appendix C: Additional Material/Questions for International Focus Groups
Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups
Appendix E Demographic Survey for All Focus Groups
Appendix F: Eye Tracking Materials
Index
About the Authors

Product details

Published 30 Apr 2018
Format Ebook (Epub & Mobi)
Edition 1st
Extent 186
ISBN 9781498553001
Imprint Lexington Books
Illustrations 16 colour photos; 3 tables;
Series Bloomsbury Studies in Health Communication
Publisher Bloomsbury Publishing

About the contributors

ONLINE RESOURCES

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This book is available on Bloomsbury Collections where your library has access.

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Environment: Staging