Pharmacist portrayals in film and television media between 2013 and 2023
Background:
The pharmacy profession has experienced significant transformation over the last century. Despite the evolving role of pharmacists, public perception of the profession continues to be based on the traditional dispensing role pharmacists play in the community setting. Based on previously published literature, this study hypothesizes that modern film and television (TV) media continue to depict pharmacists predominantly in a negative light or in traditional dispensing roles, failing to reflect the profession's evolution.
Objective:
This study aimed to highlight the discrepancies between the evolving roles of pharmacists and their portrayal in the media, providing insights for targeted advocacy and educational efforts to enhance public understanding of the pharmacy profession.
Design:
A retrospective review was conducted of all pharmacist appearances in film and TV media published for viewing in the United States between August 1, 2013, and October 31, 2023.
Setting And Participants:
Each media entry was screened by 2 blinded independent reviewers using a standardized screening tool.
Outcome Measures:
The primary outcome was the categorization of pharmacist character portrayals. Secondary outcomes included pharmacist character demographics, practice setting of pharmacist portrayals, and categorization of character status.
Results:
In total, 92 media entries with 71 unique pharmacist characters were included, with 32 (45.1%) and 39 (54.9%) appearing in film and TV shows, respectively. Negative portrayals were the most common (n = 44, 47.3%), followed by neutral (n = 29, 31.2%) and positive (n = 20, 21.5%). The most categorized character status was "none" (n = 54, 58.7%), followed by "villain" (n = 16, 17.4%), "hero" (n = 13, 14.1%), and "victim" (n = 9, 9.8%).
Conclusion:
This study demonstrated that pharmacists have continued to be negatively portrayed in film and TV media over the past 10 years. The film/TV industry continues to inaccurately portray the profession, and this may be causing negative public perceptions of pharmacists.
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