Popular Culture Artifact
Adrian Nabb
University of North Carolina at Charlotte
Abstract
This paper explores three published journal articles and a media artifact to examine marginalization that occurs in the healthcare setting of today’s society and how the use of the culture centered approach in media can minimize marginalization of communities within the population. The articles indicate that marginalization is an occurrence due to the dominant paradigms of health communication and as a result health inequities exist within the medical system. The analysis of a popular culture artifact in conjunction with research by Dutta (2008) contrasts the differences between …show more content…
The artifact in this analysis is an ideal example of how this communication approach helps to minimize marginalization and improve public health messages. CVS Pharmacy produced a series of television commercials called the “We Wish” advertisement campaign. These commercials display a variety of people from different communities and the manner that they make wishes in everyday life. This manner included prayer, meditation, crossed fingers, and blowing candles out on a cake indicating that the individuals in the advertisement are wishing for good health while the narrator discusses how their pharmacy wishes for the same outcome. The company is taking steps to improve public health by removing tobacco products from their stores, expanding their health clinics, and creating programs to promote taking prescription medication regularly as prescribed.
The purpose of this paper is to critically analyze the marginalization resulting from the dominant paradigm of health communication and to determine what methods of the culture centered approach were employed in the chosen media artifact to reduce marginalization. Based on the following literatures this paper will explore the following research …show more content…
The articles demonstrate that marginalization is a common occurrence due to the traditional dominant paradigm of the health belief model (HBM). The analysis of a popular culture artifact in conjunction with research by Dutta (2008) suggests that the culture centered approach seeks to implement transformative practices for challenging marginalizing communication practices in healthcare