In American society, medication can fall into one of two categorical contexts, medicalization or biomedicalization. The latter is what can describe what the medical scene was from the 1950’s to 1985. It was when medication was used to stop medical ailments so that one could return to normalcy and continue on with little or no difficulty. Biomedicalization is was came to be from 1985 until now. It is surmounts what is healthy and normal and pushes for better, enhancements beyond the norm. So medications can fall into one of these contexts by a means of what they are trying to eliminate or curb. Is it a want or a need? This gives a great understanding of what we can consider healthy and what we strive for in life while considering that medication can be pushed on us, inundated through advertising, and prescribed to us.
We are a society that always crave more and is not sated with acceptable or the norm. We can to push or bodies to the peak of health and fitness, our minds to optimal and not functional. As we saw in the lecture, advancements such as applying Rogaine for hair regrowth or elective cosmetic surgeries to alter ourselves into a image of beauty are examples of biomedicalization. And furthermore the advent of adult ADHD, from the readings, where we see this expansion of diagnostics that makes something once untreated and unnoticed, treatable and readily diagnosed is an example of expanding what we consider to ameliorate. This is what this culture is all about: advancement. We do not live 40 years these days, we live twice that. Not only do we live longer, now we are increasingly investing in weight management and the new ideal of what is healthy.
Here is an advertisment for the weight loss product Alli: https://www.youtube.com/watch?v=E4GCjGTl0JM
The ad starts in a nice white back drop and shows a smiling person, linking happiness to the use of the product instantly. It goes on to say it is an added benefit to dieting and weight loss and this can maximize your already solid effort, so why not use Alli?. This is assuming that you want a slimmer body and most likely, most people do as this is an obvious trend in America. More so the main actor is a woman and arguably this is the demographic that it is geared towards given the hypersexualizing in America of the female body, shouting slimmer is better. The ad does present medically valuable information stating that it can add an additional 50% of weight loss to your continued effort by not letting the body absorb fat. It touts itself as medication, as it is, and this is indicative of you should be going to ask your doctor about this pill although they do not come right out and say that, it is understood. Briefly at the start it states that someone with a BMI of 28 should use this product, this is never said aloud as it could confuse or deter some people from using it, specifically people who just need to lose just those extra pounds. Also, the ad tries to legitimize itself by adding that they are a proud sponsor of the Breast Cancer Network, which is no afterthought as this creates a positive link between Alli and doing good in society.