A visual affective analysis of mass media interventions to increase antimicrobial stewardship amongst the public

British Journal of Health Psychology
Darren LangdridgePaul Flowers

Abstract

In an innovative approach to improve the contribution of health psychology to public health we have analysed the presence and nature of affect within the visual materials deployed in antimicrobial stewardship interventions targeting the public identified through systematic review. A qualitative analysis focused on the affective content of visual materials garnered from a systematic review of antibiotic stewardship (k = 20). A novel method was devised drawing on concepts from semiotics to analyse the affective elements within intervention materials. Whilst all studies examined tacitly rely on affect, only one sought to explicitly deploy affect. Three thematic categories of affect are identified within the materials in which specific ideological machinery is deployed: (1) monsters, bugs, and superheroes; (2) responsibility, threat, and the misuse/abuse of antibiotics; (3) the figure of the child. The study demonstrates how affect is a present but tacit communication strategy of antimicrobial stewardship interventions but has not - to date - been adequately theorized or explicitly considered in the intervention design process. Certain affective features were explored in relation to the effectiveness of antimicrobial resistance int...Continue Reading

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Citations

Jun 12, 2019·Drug and Therapeutics Bulletin·Michael Wilcock, Neil Powell

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