Published: 2023-10-23

"Caring and medicine" - medical advertising as a cultural text: Preliminary observations

Tomasz Bielak Logo ORCID

Abstract

In his article, Tomasz Bielak analyses the ever-increasing number and scope of OTC (over-the-counter) drug advertisements. He refers to these ads as medical ads and studies the phenomenon in the context of reception practices, social theory of change, and a turn towards cultural practices (including a strong connection with reception theory and the benefits of media reception). The resulting characteristics and the achieved results of the analysis lead, among other things, to the conclusion that medical advertisements are an important element of the spiritual period of political transformation (advertising as education). Thus, they make it possible to identify the starting point of social change, which can be described as the multi-stage construction of Polish society as “global” and based on seemingly “self-generated” knowledge (well-being and health as global elements). This article belongs to so-called maladic discourse and can be a starting point for linguistic, media studies conducted on the basis of quantitative and qualitative research.

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Bielak, T. (2023). "Caring and medicine" - medical advertising as a cultural text: Preliminary observations. Forum Lingwistyczne, 11(2), 1–9. https://doi.org/10.31261/FL.2023.11.2.04

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Vol. 11 No. 2 (2023)
Published: 2023-12-29


ISSN: 2449-9587
eISSN: 2450-2758
Ikona DOI 10.31261/FL

Publisher
Wydawnictwo Uniwersytetu Śląskiego | University of Silesia Press

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