Medicinal Efficacy in Images and Words since the Advent of Mass Media in Western Europe

Project Information

reMEDIAL NATURE

Grant agreement ID: 101026198

DOI

10.3030/101026198

Project closed

EC signature date 9 March 2021

Start date 1 September 2021

End date 31 August 2024

Funded under

• EXCELLENT SCIENCE - Marie Skłodowska-Curie Actions

Total cost

€ 249 480,00

EU contribution

€ 249 480,00

Coordinated by

KATHOLIEKE UNIVERSITEIT LEUVEN
Belgium

Periodic Reporting for period 1 - reMEDIAL NATURE (Medicinal Efficacy in Images and Words since the Advent of Mass Media in Western Europe)

Reporting period: 2021-09-01 to 2024-08-31

Summary of the context and overall objectives of the project

The project reMEDIAL NATURE addressed a significant issue regarding the evolving relationship between language, visual representations and the perception of medicinal efficacy within the context of historical and contemporary mass media. Socially, this exploration is of special relevance, particularly in light of the increasing prevalence of misinformation and misleading claims about health products. Despite changes in ideas about medicines and media over time, references to nature, the natural world in general (e.g. plants and animals) and alternative knowledge sources remained persistent themes in medical advertising since the 17th century. Understanding these dynamics was crucial for discerning how cultural representations influenced public perception of health and nature. The relevance of this project extended beyond academia; it spoke to societal challenges regarding health literacy, imaginaries about science and medicines, and consumer awareness. In an age where the rapid dissemination of information, both accurate and false, shapes public understanding of health, it was essential to investigate how visual and linguistic strategies historically framed ideas about medicinal efficacy. The project uncovered how mass media perpetuated, adapted or challenged these perceptions. By analysing the interplay between media formats and the portrayal of four types of health-enhancing consumables: medicines, nutraceuticals, cosmeceuticals, and psychoactive substances, the project aimed to elucidate how societal values and cultural narratives impacted interactions with medicinal products.
The primary objective of reMEDIAL NATURE project was to develop a comprehensive framework that analysed the historical and ongoing use of images and language in promoting the medicinal properties of various health-related products. The project specifically aimed to: 1. Identify Patterns of Representation: Focus laid on exploring how visual and linguistic cues established a connection between health and nature. This involved examining cultural artifacts, advertisements, and other media, specially those produced from the late 19th century to the present, focusing on how these materials portrayed health as a byproduct of nature. 2. Investigate Advertising Strategies: This involved understanding the evolution of advertising methods for medicinal products and how these strategies shaped public perceptions of health. This objective included analysing visual content across different media platforms, such as print, cinema, and television, to reveal how advertisements reflected and influenced societal attitudes toward health and nature. 3. Reflect on Advances in Science and Technology: Attention was directed into examining how the representation of health-related products supported and contested traditional notions of nature and technological advancement. This involved analysing various language and visual references within advertising, particularly those identified in the context of the Information Age, to reveal how they contributed to ongoing debates about health, the natural world, scientific authority, and widespread ideas about pharmacy and ethnobotany.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

The researcher embarked on an ambitious journey during the project, supported by the Marie Skłodowska Curie Individual Fellowship. As a Marie Curie Fellow, he became a visiting scholar at two prestigious institutions: the Department of History and Philosophy of Science at the University of Cambridge and the Leibniz Institute for Educational Media | Georg Eckert Institute. Additionally, he was awarded a faculty residency at Dumbarton Oaks, Harvard University, where he could delve deeper into his research.Throughout the project’s duration, Gonzalez Rodriguez focused on the intricate relationship between visual culture and medicinal knowledge. His efforts culminated in three significant publications that contributed to the field. The first, Ontologies and Natures: Knowledge about Health in Visual Culture, was released in 2022 by Lexington / Rowman and Littlefield. Following this, he prepared a second monograph titled Language, Pharmacy and Society, set for publication in 2025. He is currently finalizing a third work, Medicinal Knowledge, Exoticism and Pharmacy in European Cultural Repertoires*, which will be shortly sent for peer review.

One of the project’s highlights was the organization of a hybrid conference titled All in Your Head: Reviewing the History of the Mind through Approaches, Classifications, and Objects. As the project gained traction, Gonzalez Rodriguez received numerous invitations to present his research. He also discussed the role of cinema in understanding medicinal practices during presentations at leading academic institutions, including a session at the University of Cambridge focusing on the epistemic ecosystems in early Latin American cinema. His research extended beyond lectures, resulting in a plethora of articles and presentations that explored themes like the epistemic functions of images in medical research and the historical intersections of gender, technology, and knowledge in pharmacology.

The 31 outputs of his project also included several articles, book chapters and presentations.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

The project reMEDIAL NATURE has made significant strides beyond the existing state of the art by revealing how mass media formats and spaces significantly influence the perception of health and nature as intrinsically linked. The research highlights that the term ‘media’ encompasses a vast array of formats and cultural artifacts (i.e. a face cream jar), each playing a unique role in promoting health-related narratives, particularly in the 19th, 20th and 21st centuries. This nuanced understanding moves beyond previous scholarship that often limited the scope of media analysis to traditional forms like print or television.
One of the project’s critical findings is the historical evolution of medicinal advertising strategies, particularly the transformative impact of television in the 20th century. This shift has dramatically altered how medicines are communicated to the public, emphasizing the importance of medium in shaping public perception. Furthermore, the project identifies the 21st century as a pivotal period where accessibility to digital platforms has reshaped the landscape of information dissemination, leading to challenges around misinformation regarding the relationship between ‘natural’ and ‘healthy.’
As the project progressed, expected results included a comprehensive examination of how economic power dynamics between media conglomerates and pharmaceutical companies has shaped public imaginaries surrounding medicinal products.

The potential socio-economic impacts of reMEDIAL NATURE are substantial. By unpacking the complexities of how health narratives are constructed and disseminated, the project could inform policy recommendations aimed at improving media literacy and adoption of scientific language among consumers, ultimately empowering individuals to navigate the often-convoluted relationship between health claims and commercial interests. Moreover, heightened awareness of the influence of mass media on health perceptions may lead to more informed choices regarding medicinal products, the use of scientific terminology to promote consumables and health practices within society.