Read more
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.
List 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
About the author
Laura Crosswell is assistant professor of health communication at the University of Nevada, Reno.Lance Porter is the F. Walter Lockett Distinguished Professor of Mass Communication at Louisiana State University.
