In the American society both medicalization and biomedicalization are used although biomedicalization has been extremely commercialized to target a confident beautiful look even despite health risks in some cases. Medicalization is our traditional form of treating illness regarding a persons health with minor or no issues of daily functioning. The use of biomedicalization has become popular in more recent years since 1985 with more attention to what it is we want to improve (enhance) about ourselves if we are not satisfied. It does include a responsibility to health, however with the trends of our culture we strive to look our best to feel good as well as successful. In the lecture, Rogaine was shown which is a good example of how looking younger will boost confidence and sometimes self worth as if hair color is a determinant of your quality characteristics.
Another advertisement regarding an example of biomedicalization is the weight loss medication Sensa. You have most likely seen this product advertised at some point showing how easy it is to lose weight from simply sprinkling Sensa on your food to help control your food portions. Although there is a clinical aspect portrayed that (some) people have lost a lot of weight, there is no medical proof showing this product is healthy or does not have negative effects regarding your health. The focus is purely how much weight you will lose and how fantastic you will feel about yourself if you obtain a slim, sexy figure. Even though this product is not a bad idea to help reduce the health risks from obesity and being overweight, there is little information that emphasizes the aspect of health. This advertisement even promotes the ability to lose weight without physical exercise, which is proven to be one of the best natural ways to keep your body healthy. It is a presentation of our American culture, mentioned in the lectures that we may have health problems that we can now take into our own hands as these “expert patients” which I feel is largely due to the massive amount of media advertisements promoting these products driven by “clinically proven” effects and outcomes.