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12_04_07 Drugs - Drugs in Contemporary Culture-Use of...

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Drugs in Contemporary Culture -Use of anti-depressants has increased 40% in the past decade. The Pharmaceutical Industry -Since 1982, most profitable corporations -12% of revenues for R&D (research and development) -30% to marketing and administration Marketing and Advertising -Reflect and reproduce social norms and stereotypes. The Psychopharmalogical Era -19 th century-purgatives/narcotics -Early 20 th century-sedatives 1952-chlorpromazine (Thorazine) First psychotropic drug. 1964-Valium invented. “Dolls.” [Valley of the Dolls—movie] 1987-Prozac Nation begins. SSRIs. Whose Moods were diagnosed? -Valium: 1 in 10 Americans by 1970s; three quarters of users were women. “Momma’s Little Helper” -White, middle-aged, middle-class women 2-3 times likely as men to be prescribed tranquilizers. -Advertisements targeted housewives. -Men were becoming emasculated. -Women were beginning to dominate the household. Prescription Drug Advertising -Failure to adhere to social norms is treated as a disease or dysfunction treatable to medication.
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