Wrinkles due to old age.

With the comparison of medicalized and biomedicalized though both resulted from using medicine, but the purpose are different. With the development of drugs to treat disease and/or disorder, there are also supplement that are used to increase the quality of life. There have been an increase of people taking medication for different purpose, but people do question about ethics of taking medicine. Are medication for treating disease and/or disorder only by medicalized? Or can medicine be used to increase the quality of life by being biomedicalized? In public people understand that is important to treat a disease, but when are the stop to supplement? One example ADHD drugs to enhance the concentration of a normal person, giving an edge in an education compared to one who don’t. People think that is cheating in life.

People are heavily biomedicalized to combat a condition of being “old”. It seems that though aging is a natural process, more people are now seeing as a disease something unnatural. One example are that I am curiously driven to know more is people are trying to combat wrinkles due to age. Wrinkles are formed through loss of ability to hold moisture in the skin and loss of fats, a natural occurrence from age.

Having wrinkles are viewed as a negative condition by mostly by women but also men. It correlates to view as being unhealthy. Also the media greatly changed the view to be having an standard image health and beauty. With ads also result in greater conscious of themselves. With the population wanting a treatment to reduce wrinkles creates a multibillion dollar market. There are lots of ways of reducing anti-wrinkling products such as vitamins, therapy, creams, injection, surgery, etc.

In this advertisement about Botox with the familiarity with the birth control ads is that from what I see target the audience by familiarizing with the viewer such as the women in the screen, the motivation of the dialogue “to see what everyone have been talking about” to say a lot of people have taken it why not you. At the end a closing of her smiling and her partner standing by her side being happy. Though not needed advertisement gives a reason of familiarity that wrinkles are undesirable and there are a treatment that could result a satisfactory life. There are also doctor that are mentioned over and over again in most prescription drugs.


<a href=”https://www.youtube.com/watch?v=FBt4aGN1vR4″ target=”_blank”>https://www.youtube.com/watch?v=FBt4aGN1vR4</a>

This Post Has 3 Comments

  1. Sarah Newman says:


    Great Post. Once upon a time, wrinkles were seen as a sign of age and wisdom. Today, people see wrinkles only as a sign of age. Culturally, people want to eliminate wrinkles because they see them as ugly, as well as, they do not want to be seen as the old women, rather the flirtatious mother who knows how to have fun. People are so sensitive to age these days that most older people will lie about their age, as if it is a disease or condition that they can control. The same desirable beauty aspect is seen in politics, where if you are not beautiful and have a marketable face, people are not going to remember you or support your campaigns. Especially in America, money is a sign of success and well being, we might even take the idea of having money as being healthy! People will use their money for expensive procedures to make the wrinkles of old age disappear. Overall economically, the medicines and procedures used to make people look young drive the economy in many ways as it is a very profitable business. The idea of illness has been shifted from being an infection or disease that someone would get, to anything to someone sees as a stunt in their lives that they can change. As seen in the article “From Hyperactive Children to ADHD Adults: Observations on the Expansion of Medical Categories, written by Conrad and Potter, people are changing parts of themselves that have been there the person’s whole life. Someone does not just develop a bumped over night, besides the obvious if an injury were sustained. It is society and culture that has changed to allow people privilege to construct the perfect bodies and an idea of youth and fun.

    Conrad, Peter, and Deb Potter. “From Hyperactive Children to ADHD Adults: Observations on the Expansion of Medical Categories.” University of California Press: Social Problems 47, no. 4 (November 2000): 559-82. Accessed July 30, 2014. http://anthropology.msu.edu/anp204-us14/files/2012/06/Conrad-and-Potter-From-hyperactive-children-to-adult-adhd.pdf.

  2. Melinda Zielinski says:

    I really liked that you chose to do this because I would have never thought about this yet it is heavily medicated and treated in America today. From what I can see from watching the commercial for Botox is that it definitely targets women. You do not see one guy in the commercial unless it’s the doctor or the husband of one the women who got the Botox treatment. Although wrinkling from old age happens to both men and women, the media probably targeted women because they are more sensitive and prone to using the product. Wrinkling due to old age is natural and everyone who gets to an old age experiences his or her skin starting to wrinkle. However, wrinkling of the skin is becoming biomedicalized. As we learned in the Conrad article “…diagnosis to adults is not, primarily, the result of new scientific discoveries about the biomedical nature of the disorder….several social factors appear to have contributed to the diagnostic expansion” (Conrad and Potter 2000). One of the social factors that has contributed to the biomedicalization of wrinkling skin is the media. The media frame this natural occurrence into something that should be viewed as ugly and therefore needing medical attention. The media have painted this picture that everyone should have flawless skin and if you don’t well, I guess you’re ugly then. Our culture is also to blame. We spend so much money on makeup and creams to make our skin look great instead of embracing the naturalness of ourselves. Economics are also to blame. The healthcare industry probably makes a ridiculous amount on dermatology care and Botox injections to reduce wrinkles. Prime examples of people who spend their money on Botox is the women of the TV show The Real Housewives of Orange County. All of them have had Botox and or plastic surgery to correct their natural “imperfections”. As we also learned in the Conrad article it’s all about enhancements now a days and being the best you can be even if it requires medical aid. For our society its about being the best you can be and getting there as fast as you can. As for wrinkling skin, Neutrogena’s Anti-Aging formula claims they cant tighten and tone ones skin in just a week. It all sounds ridiculous to me, but that’s exactly what biomedicalization has done. It is quite sad that something so natural is painted out to be so ugly and something we should be ashamed of.

    Potter, Deborah, and Peter Conrad. “From Hyperactive Children to ADHD Adults: Observations on the Expansion of Medical Categories.” Social Problems: 559-582. Accessed July 30, 2014. http://anthropology.msu.edu/anp204-us14/files/2012/06/Conrad-and-Potter-From-hyperactive-children-to-adult-adhd.pdf

    Neutrogena. “#1 Dermatologist Recommended Anti-Aging Brand | Rapid Tone Repair.” Rapid Tone Repair. Accessed Julu 30, 2014. http://www.neutrogena.com/category/anti-aging/rapid+tone+repair.do

  3. Lydia Saracina says:

    This is a lovely post and something great to bring attention to. As a woman myself, I have already thought far too much about these things since I was a younger girl. I was always obsessive about the idea of getting “wrinkly” and old, and it never occurred to me that this might be a positive physical attribute. In some cultures, it does represent wisdom and being an important member of society, whereas with the treatment of our older generations, it doesn’t fit culturally that we accept them the way that they are. It is always about looking younger, fitter, and happier than we actually are. Wrinkles have taken a turn in our culture to become something that occurs naturally, and trying to erase it, as if to create an image, or clean slate for a situation that doesn’t generally exist. Nobody even compliments the wrinkles on another, and it’s always something that we are ashamed of as a culture, as if we should strive to be young and “thriving” forever. There has a lot to do with the over emphasis on sexuality in our culture, for one, because of this older woman become invisible as they grow older, as they aren’t standing out for their young, feminine beauty anymore, but rather they have aged and “lost value” unless they prime and primp to appear younger. As the article by Peter Conrad states, that the DSM has had many things float in and out over the years as a result of society, not human beings in general. The social aspect plays a huge role in what we see as being important to medicalize. At this time, having wrinkles and defying the natural aging process, is one of those things that’s on the rise. It’s becoming more and more important to seem flawless, rather than just accepting what the natural birth to death cycle is actually about, and that every single person experiences it on a different level. Wrinkles disappearing is a socially constructed concept, and hopefully it is one that will fade, as it should.

    Potter, Deborah, and Peter Conrad. “From Hyperactive Children to ADHD Adults: Observations on the Expansion of Medical Categories.” Social Problems: 559-582. Accessed July 30, 2014. http://anthropology.msu.edu/anp204-us14/files/2012/06/Conrad-and-Potter-From-hyperactive-children-to-adult-adhd.pdf

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