Pharmaceutical companies are writing the script for health consumerism

  title={Pharmaceutical companies are writing the script for health consumerism},
  author={Scott A. Mogull and Deborah Balzhiser},
  journal={Communication Design Quarterly Review},
In this rhetorical analysis based on the Foucaultian constructs of power in medicine, specifically the docile body, the medical gaze, and health consumerism, the authors examine ways the pharmaceutical industry used web-based direct-to-consumer advertising, from 2007-2010, to craft interactions between U.S. consumers and physicians in ways that changed the traditional patient-physician relationship in order to drive sales of brand-name therapeutic drugs. We demonstrate how the pharmaceutical… 

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