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Using Visual and Narrative Methods to Achieve Fair Process in Clinical Care
Published on: February 16, 2011
Internet images of palliative care: a visual content analysis
Alejandra Ruiz Buenrostro1, Katayoun Khorramak2, Eliza Dent2
1Department of Supportive Care, Princess Margaret Cancer Centre, University Health Network, Toronto, Ontario, Canada; Division of Palliative Medicine, Department of Medicine, University of Toronto, Toronto, Ontario, Canada.
Journal of Pain and Symptom Management
|July 21, 2026
Summary
Internet images often portray palliative care as passive end-of-life care, reinforcing stereotypes. Visual content analysis revealed themes like hand-holding and dependency, suggesting a need to update imagery to improve public understanding and encourage timely access to palliative care.
Area of Science:
- Medical Imaging Analysis
- Public Health Communication
- Palliative Care Research
Background:
- Palliative care is frequently misconstrued as solely end-of-life care.
- Internet imagery plays a significant role in shaping public perception of medical services.
Purpose of the Study:
- To analyze the visual content of internet images representing palliative care.
- To identify recurring themes and characteristics in these images.
Main Methods:
- A visual content analysis was performed on internet images retrieved using the term "palliative care" across six search engines.
- Image characteristics were systematically coded by two independent coders, with data quantified and compared using Chi-square tests.
- Overarching themes were identified through independent review by two investigators.
Main Results:
- Analysis of 335 unique images revealed four dominant themes: hand-holding, enclosed settings, cheerful comfort care, and passive dependency.
- Hand-holding was present in 60.6% of images, with most settings depicted as indoor (94.7%).
- Patients were predominantly older adults shown in passive roles, contrasting with active healthcare providers.
Conclusions:
- Internet images of palliative care reinforce stereotypes of it being passive end-of-life care.
- Updating online visual content could help reframe public perceptions.
- More accurate imagery may encourage earlier access to palliative care services.
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