Perception Television Show: Analyzing Pharmacist Portrayals in Film and Television

A study examined how pharmacists are depicted in American film and television, aiming to understand whether these portrayals are positive, negative, or neutral. Researchers reviewed 214 films and television episodes from 1970 to 2013 featuring at least one pharmacist character. The data was gathered through surveys distributed to pharmacy professionals and academic institutions, and supplemented by online databases like IMDb, Bing, and Google. A specific algorithm was developed to categorize each portrayal as positive, negative, or neutral, considering societal norms, typical pharmacist duties, and audience interpretation.

The results revealed a predominantly negative perception of pharmacists in the media. Out of 231 pharmacist portrayals identified, 145 (63%) were negative, while only 30 (13%) were positive. The remaining 56 (24%) were deemed neutral. This negative bias extends to individual characters as well. Of the 160 unique pharmacist characters, a significant 76% were male and 75% were Caucasian. Furthermore, only 44% of the portrayed pharmacists were identified by name, suggesting a lack of individual character development.

The study also examined the demographics of the portrayed pharmacists. A majority of the characters, 86 (54%), were depicted as being under 50 years old. This skewed representation may contribute to a limited and potentially inaccurate public perception of the profession. The overrepresentation of male and Caucasian pharmacists further narrows the public’s understanding of the diversity within the field.

The overwhelmingly negative portrayal of pharmacists in film and television raises concerns about the profession’s public image. This negative perception can impact how patients interact with pharmacists and potentially influence career choices. The study highlights the need for pharmacists and pharmacy organizations to actively promote a more accurate and positive image of their profession. Educating future pharmacists about the importance of public perception and encouraging them to be advocates for their field are crucial steps towards changing this narrative. By fostering a better understanding of the pharmacist’s role in healthcare, the profession can work towards improving its standing in the eyes of the public.