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`I'd rather not take Prozac': stigma and commodification in antidepressant consumer narratives
[journal article]
Abstract This article explores the idea that narrative is the primary vehicle through which antidepressant consumers negotiate their sense of identity and reality. Antidepressant consumers represent a unique consumer culture because of the stigma that society attaches to mental illness. Recent media attentio... view more
This article explores the idea that narrative is the primary vehicle through which antidepressant consumers negotiate their sense of identity and reality. Antidepressant consumers represent a unique consumer culture because of the stigma that society attaches to mental illness. Recent media attention, including direct to consumer (DTC) advertising, appears to decrease the stigma surrounding antidepressant use while at the same time commodifying and branding them for mass consumption. Antidepressant consumers must negotiate the threat of stigma and the threat of commodification through the process of constructing narratives. Exploring the narrative process of identity negotiation reveals how the interconnected cultural processes of stigma and commodification are undergoing historical shifts. Among these shifts are the intensification of branding and an expansion of consumer culture. Implications for health promotion and further research are discussed.... view less
Keywords
stigma
Free Keywords
antidepressant branding; commodification; consumer culture; narrative;
Document language
English
Publication Year
2008
Page/Pages
p. 67-86
Journal
Health, 12 (2008) 1
DOI
https://doi.org/10.1177/1363459307083698
Status
Postprint; peer reviewed
Licence
PEER Licence Agreement (applicable only to documents from PEER project)