In short, they were learning how to market a disease” (Watters 516). When pharmacy companies make products, they do not simply attempt to make a product that will help with diseases, because if they were to do that, they may possibly only be able to market that product to a small group of people. In an effort to mass market their products, big pharmacy corporations attempt to gain insight into how cultures shape the illness experience and manipulate that. For instance, in an attempt to make sure their new antidepressant pill Paxil could reach a large body of consumers, GlaxoSmithKline held a conference called the International Consensus Group on Depression and Anxiety, where they invited private scholars who “…could hold their own in the most sophisticated discussion of…the impact of globalization on the human mind” (Watters 515). They figured that in order to shift the Japanese society 's indifferent attitude with depression, one must first understand how it became perceived as such. “…The line kokoro no kaze appealed to the drug marketers, as it effectively shouldered three messages at the same time” (Watters 524). Kokoro no kaze translates to “something like a cold”. Since the end of World War II, depression was still viewed as a stigma in Japan. It was thought of more along the lines of what we consider maniac depression in the United States and was …show more content…
When one compares the definitions of depression in Western cultures such as the United States and major Eastern cultures such as Japan, one can notice the differences in how symptoms for this mental disorder are discussed and how it is generally viewed in society. In Japan there seemed to be a stigma surrounding depression due to the fact that it was initially viewed as a crippling psychosis that resulted in inpatient care if one were diagnosed with it. However in Western cultures such as the United States it is viewed as a mental illness that one does not need to be ashamed of, due to the fact that it truly could happen to anyone. Initially, antidepressant medicine was available in Western societies, for several reasons, including the fact that depression was viewed as something that caused a person to lose interest in activities they once found amusing. However, in Japan, the concept of depression was introduced as something that involved a highly developed sense of orderliness, and since this was a prized trait in Japan, this definition of depression was not viewed as meaningful enough to be considered a disease. However, after a rapid increase in suicide rates and people reporting to be depressed, Japan saw a rise in the number of companies that wanted to mass produce anti depressants. These companies, such as