Project description
Pharmaceuticals and mass media advertising
The quality of information that accompanies medicines is low and the irrational use of medicines is high. This is what happens when the promotion of pharmaceuticals is misleading. In this context, the EU-funded reMEDIAL NATURE project will investigate how cultural representations are mobilised to imply a relation between nature, healthiness and scientific knowledge. In fact, references to nature have been recurrent themes since the onset of medical advertisements in the 17th century. The project will design a framework to analyse how images and words are used to establish connection between naturality and medicinal efficacy. Progressively, cultural representations have become points of dissemination of ideas, attitudes and assumptions about the natural world.
Objective
Focusing on how images and words have characterized what medicinal efficacy historically and epistemically denotes, this project asks the question: How have cultural representations been mobilized to imply a relation between nature, healthiness and scientific knowledge? Even if ideas about medicines and media formats have changed over time, references to nature and alternative sources of knowledge have been recurrent themes since the onset of medical advertisement in the 17th century. The historical development of modern media in Western Europe has closely been followed by the historical evolution of visual and linguistic strategies to promote consumables that make claims about medicinal efficacy. Ever since, newspapers, books, magazines, films, television and internet websites have been used to circulate visuals that convey ideas about medicinal efficacy at a cultural and epistemic level. Today, more than ever, it matters to chart how images and texts have historically emerged and operated as venues to present information, frame a diversity of scientific knowledge(s) or conceal alternative facts on the grounds that they are appealing and convincing. Progressively, cultural representations have become points of dissemination of ideas, attitudes and assumptions about the natural world. Samples of visual artefacts where cultural references have been and are deployed to imply a connection between nature, medicines and health-enhancing consumables have included herbal remedies, psychoactive drugs, nutraceuticals (i.e. health-improving nutritional components), supplements and cosmeceuticals (i.e. cosmetic products portrayed to have medicinal benefits). Considering that it is unavoidable to be exposed to visual and textual stimuli, the overarching aim is to develop a framework that analyses how images and words have been used to establish a connection between naturality, medicinal efficacy and health-related knowledge(s) since the advent of mass media in Western Europe.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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H2020-EU.1.3. - EXCELLENT SCIENCE - Marie Skłodowska-Curie Actions
MAIN PROGRAMME
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H2020-EU.1.3.2. - Nurturing excellence by means of cross-border and cross-sector mobility
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
MSCA-IF - Marie Skłodowska-Curie Individual Fellowships (IF)
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) H2020-MSCA-IF-2020
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
3000 Leuven
Belgium
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.