Type 2 Diabetes

Medications obviously play a vital role in medicalization and biomedicalization. Looking at the example of penicillin in the lecture is just one example of their role in medicalization. As the example showed, penicillin was able to help soldiers that were fighting for the Allied forces be cured from various illnesses. Drugs like these promoted the ideology that drugs can be these amazing things that could restore your health or the health of someone you know without consequence (i.e. a “magic bullet”). An example of how medication plays a role in biomedicalization could be seen in the film when a student who was studying at Cambridge University was taking a drug that allowed him to focus better when studying, but was originally supposed to help reduce the symptoms of ADHD. The film then when on to say that students and professors elsewhere used this or a similar drug to increase their focus. This reflects how much our culture(U.S. culture and other ones similar to it) values success and the lengths we may go to obtain it.

The commerical that I chose (which can be seen here) offers a drug called Byetta that is supposed to help control type 2 diabetes. One obvious advertising strategy is the use of multiple actors to make it seem like many people have used the drug and have had a positive experience with it. This is further reinforced by the actors nodding, smiling, etc. This commercial also mentions that the drug may cause weight loss, and since our culture promotes a slimmer figure, this may help persuade people to buy it. The commercial did not mention any significant social roles outside of the patient and doctor one. The presentation of what the drug did was when the commercial talked about clinical studies showing that patients were more easily able to reach their blood sugar goals when on Byetta. Although there was no doctor in the commercial, the actors constantly mentioned that a doctor should be talked to before one takes Byetta to confirm that it will not harm them.

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