Communicative and Discursive Perspectives on the Medication Experience.

Taking the 'medication experience' in the broad sense of what individuals hear and say about their medication, as well as how they experience it, this paper explores diverse research on medication information available to patients and their modes and capacities for interaction, including personal circles, doctors and pharmacists, labeling and promotion, websites, and the patient's own inner conversations and self-expression. The goal is to illustrate, for nonspecialists in communication, how the actors, messages, mediums, genres, and contextual factors within a standard ethnographic and social semiotic model of discourse and communication are operating, not always effectively or beneficially, to mediate or construct a patient's medication experience. We also suggest how disparate insights can be integrated through such a model and might generate new research questions.

Chemotherapy as language: sound symbolism in cancer medication names.

The concept of sound symbolism proposes that even the tiniest sounds comprising a word may suggest the qualities of the object which that word represents. Cancer-related medication names, which are likely to be charged with emotional meaning for patients, might be expected to contain such sound-symbolic associations. We analyzed the sounds in the names of 60 frequently-used cancer-related medications, focusing on the medications' trade names as well as the names (trade or generic) commonly used in the clinic. We assessed the frequency of common voiced consonants (/b/, /d/, /g/, /v/, /z/; thought to be associated with slowness and heaviness) and voiceless consonants (/p/, /t/, /k/, /f/, /s/; thought to be associated with fastness and lightness), and compared them to what would be expected in standard American English using a reference dataset. A Fisher's exact test for independence showed the chemotherapy consonantal frequencies to be significantly different from standard English (p=0.009 for trade; p<0.001 for "common usage"). For the trade names, the majority of the voiceless consonants were significantly increased compared to standard English; this effect was more pronounced with the "common usage" names (for the group, O/E=1.62; 95% CI [1.37, 1.89]). Hormonal and targeted therapy trade names showed the greatest frequency of voiceless consonants (for the group, O/E=1.76; 95% CI [1.20, 2.49]). Our results suggest that taken together, the names of chemotherapy medications contain an increased frequency of certain sounds associated with lightness, smallness and fastness. This finding raises important questions about the possible role of the names of medications in the experiences of cancer patients and providers.

TV commercials for prescription drugs: a discourse analytic perspective.

BACKGROUND: The US Food and Drug Administration has called for research that may assist in developing standards for risk/benefit messages in the promotion of prescription drugs. Linguistics-based models of meaning and inference, though frequently applied to advertising, have not hitherto been used in this arena. OBJECTIVE: This study was intended to illustrate how discourse analysis, a methodology for microanalysis of texts in context, can elucidate the workings and interplay of promotional, informational, and other functions of direct-to-consumer drug advertising, anticipating threats to "fair balance" and pinpointing textual phenomena and issues suited to empirical study. METHODS: The text and visuals of a small corpus were analyzed along several dimensions, using theoretical insights of linguistic pragmatics and ethnography of speech to ask what the advertisement is seeking to do and what messages a viewer is likely to derive. RESULTS: The linguistic and rhetorical features include an intense switching and fusion of styles and modalities: the traditional advertising distinction between personal and impersonal, "company" and "consumer", was ostentatiously flouted. The role of spokesperson was assigned to characters in a real or virtual narrative. The narrative portion of the text and images often struck an ironic or postmodern note, eg, by mixing science with science fiction. The overall functions of the commercials (promotional, informational, and aesthetic) were themselves frequently blended. The text deployed several linguistic or rhetorical strategies to send a double message for promotional advantage, including syntactic-semantic ambiguity, voice-over risk messages at odds with upbeat visuals, and a vagueness of certain words in particular contexts. CONCLUSIONS: Findings contribute to our understanding of how TV commercials convey meaning with respect to drug benefits and risks, with implications for advertisers, regulators, and patient education. They also suggest new foci for empirical study.

Television advertisement format and the provision of risk information about prescription drug products.

BACKGROUND: Considerable attention has been afforded to analyzing the content of and assessing consumers' reaction to print direct-to-consumer drug ads, but not so for televised ads. OBJECTIVE: To determine whether advertisements with different risk severity and risk presentation would significantly affect viewers' (1) recall of information contained in the advertisement, (2) evaluation of the advertisement, and (3) perceptions of the advertised product's risks. METHODS: Data were collected from a sample of 135 first-year pharmacy students at a Midwestern college of pharmacy. After viewing 1 of the 6 advertisements designed for this study, participants were asked to complete a self-administered survey. Chi-square and analysis of variance were used to analyze the data. A 2x3 between subjects design was used to test the effects of 2 levels of risk severity (high- vs low-risk severity) and 3 levels of risk presentation (original ad containing integrated risk message, deintegrated risk message/dual modality using male voice-over, deintegrated risk message/dual modality using female voice-over). RESULTS: Results of analysis of variance procedures revealed that deintegrating risk information by placing it at the end of the advertisement and the use of captions in addition to oral messages (dual modality) (1) improved the recall of general and specific side effect information, (2) led to a perception that the advertisement had greater informational content, (3) resulted in lower Advertisement Distraction, and (4) lessened cognitive and affective aspects of information overload for the advertisement containing the high-risk severity medication. However, this pattern of findings was not found for the low-risk severity medication. CONCLUSION: Alternative methods for presenting risk information in direct-to-consumer ads affected some aspects of information recall and advertisement evaluation, but were not shown to affect risk perceptions regarding the advertised products.

Occupational safety communication for hazardous goods: the development of a policy in Israel.

Israeli policy governing written occupational safety information for carriage and supply of hazardous goods, and procedures for implementation, are described and evaluated for their potential communicative effectiveness, in view of users' linguistic abilities and the language employed. We also consider whether the addressee should include the end-user and the reading-impaired. The evaluation is set in the context of broader Israeli language policy, and comparison is made with communication policies for hazardous goods adopted by the European Union, the UK, and the USA.