2013 Television: Pharmacists on Screen – Primarily Negative Portrayals

The portrayal of pharmacists in American film and television between 1970 and 2013, with a particular focus on the landscape of 2013 Television, reveals a predominantly negative perception of the profession. A comprehensive study analyzing 214 films and television episodes featuring pharmacist characters uncovered a concerning trend.

Analyzing Pharmacist Portrayals in Film and Television

This retrospective study, conducted at an academic institution, meticulously examined available U.S. film and television content from January 1970 to July 2013. Researchers utilized a multi-pronged approach to gather data, including soliciting submissions from pharmacy professionals nationwide and leveraging online databases like IMDb, Bing, and Google. A specifically designed algorithm, incorporating societal norms, typical pharmacist practices, and audience perception, categorized each portrayal as positive, negative, or neutral.

Key Findings of the Study

The results painted a stark picture: out of 231 pharmacist portrayals, a staggering 145 (63%) were deemed negative. Only 30 (13%) were positive, while 56 (24%) were classified as neutral. This data suggests a significant disparity in how pharmacists are presented on screen. Further demographic analysis of the 160 unique pharmacist characters revealed that the majority (76%) were male and Caucasian (75%), with over half (54%) depicted as younger than 50 years old. Interestingly, only 70 (44%) of the portrayed pharmacists were identified by name.

Implications for the Pharmacy Profession in the Era of 2013 Television

The prevalence of negative portrayals in 2013 television and earlier media raises concerns about the public perception of pharmacists. This negativity could potentially impact trust in healthcare professionals and influence career choices. The limited positive representation underscores a missed opportunity to showcase the vital role pharmacists play in patient care and community health.

Addressing the Negative Perception in the Media

This research highlights the need for proactive measures from the pharmacy profession. Pharmacists and related organizations should advocate for more accurate and positive portrayals in the media. Educating future pharmacists about the importance of public perception and media engagement is crucial for shaping a more favorable image. By actively promoting positive narratives and collaborating with media creators, the profession can work towards correcting misrepresentations and fostering a more balanced and realistic portrayal of pharmacists on screen. In conclusion, the findings from this study regarding pharmacist portrayals in film and television, particularly in the context of 2013 television programming, emphasize the urgent need for image enhancement and public relations efforts within the pharmacy profession.