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The male heart and the female mind: A study in the gendering of antidepressants and cardiovascular drugs in advertisements in Irish medical publication

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  • Curry, Phillip
  • O'Brien, Marita

Abstract

Stereotypes which suggest that cardiovascular disease and depression are related to gender can have consequences for the mental and physical health outcomes of both men and women. This study examines how these stereotypes may be reinforced by medical publications advertising for cardiovascular and antidepressant medication. A random sample of 61 (with no repeats) advertisements which appeared in Irish medical publications between July 2001 and December 2002 were analysed using both content and semiotic analysis. Results indicate that the meanings created by advertisers for cardiovascular drugs and antidepressants did in fact gender these products. Women were depicted as the predominant users of antidepressants and men as the main users of cardiovascular drugs. The images used identified two stereotyped patients: the 'male' heart patient and the depressed 'female' patient. Furthermore, the imagery and language used to promote the two categories of medication tended to strengthen gendered associations.

Suggested Citation

  • Curry, Phillip & O'Brien, Marita, 2006. "The male heart and the female mind: A study in the gendering of antidepressants and cardiovascular drugs in advertisements in Irish medical publication," Social Science & Medicine, Elsevier, vol. 62(8), pages 1970-1977, April.
    • Handle: RePEc:eee:socmed:v:62:y:2006:i:8:p:1970-1977
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    References listed on IDEAS

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    1. Berdychevsky, Liza & Gibson, Heather J. & Bell, Heather L., 2016. "“Girlfriend getaway” as a contested term: Discourse analysis," Tourism Management, Elsevier, vol. 55(C), pages 106-122.

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