How rewarding does it get? Newspaper readers' interpretations of
Swedish media representations of biomedical alcohol research
Katarina Winter, Centre for Social Research on Alcohol and Drugs
(SoRAD) Stockholm university. Nordic Centre for Welfare and Social
Issues (NVC) NORDIC ALCOHOL AND DRUG RESEARCHERS ASSEMBLY With
Nordisk Rusmiddelseminar and the Mischmasch Research Network August
27th -August 29th 2012
How rewarding does it get?Newspaper readers' interpretations of
Swedish media stories of biomedical alcohol research
NORDIC ALCOHOL AND DRUG RESEARCHERS ASSEMBLY August 27th -August
29th 2012
Katarina Winter, Centre for Social Research on Alcohol and Drugs
(SoRAD) Stockholm [email protected]
1ContentIntroduction: Aims and data
Theory: Biomedicalization, audience studies
Method: Stimulus texts, interviewing
Analysis: Preliminary findings
Extra findings and concluding remarks
/Katarina Winter, SoRAD, Stockholm University06/09/20122Aims and
dataMedia stories: How newspaper readers understand and use
biomedical alcohol researchReach understanding for intertwining of
media, science, society, individuals, politicsData: Article from
Swedish newspaper, 24 semi-structured interviewsProject: Media
representations and lay interpretations of biomedical research on
alcohol: A cultural sociological study of Swedish newspaper
discourse 1995-2010Biomedical research and the mediaBiomedical
research (on alcohol) entering the press: science sections in
radio/newspapers but also morning shows, tabloids
Biomedicalization: - Biomedicine owns health (Finer, 2012) -
Biomedical explanations focused (Conrad & Gabe)Media as
research channel journalistic texts as important as scientific
(Oudshoorn, 2003) Newspaper readers contribution to knowledge
production - (Re)production/change/new explanations? Biomedicine:
Large in the media, left out in studies of media
Theory: Audience studies Readers contribution to text and its
meaning
One way relation: The culture industry (Adorno, Horkheimer).
Active media/passive consumers. Ex. violence media affecting
innocent children
Two way relation: Readers can resist, engage with and create
their own meanings from the culture they receive from above
(Brooker & Jermyn, 2003: 91)
/Katarina Winter, SoRAD, Stockholm University06/09/20125Method:
Interviewing with stimulus texts Two way relation: Interviewee
defines the research topic and create meaning together with
stimulus text and interviewer (Lantz, 1993; Kohler Riessman)
Stimulus text and interview questions: make room for interviewees
expressing experience and knowledge Interviewees sayings are
unique? Preconceptions, interpretations and discursive truths
problematizes unique Stimulus texts presupposes interviewees
participating in society Strategy: Interviewee as unique and
teacher/Katarina Winter, SoRAD, Stockholm
University06/09/20126Method: Interviewing with stimulus texts How
to find a stimulus text?
Alcohol short-circuits important part of the brain (Svenska
Dagbladet, 2006-03-05) Deals with research on the reward system,
discusses biomedical processes and addiction, also mentions eating
crisps/running/having sex as similar to drinking alcohol increase
of dopamine.
Is the interview situation fake?
/Katarina Winter, SoRAD, Stockholm
University06/09/20127Preliminary analysis24 interviewees, article,
interview guide.
Reward system:
1. Interviewees had own definitions of the notion reward
system
2. Definitions of the word reward dislocates biomedical
definitions
/Katarina Winter, SoRAD, Stockholm University06/09/20128Reward
system: Understanding the addictionInterviewees understood
addiction in comparing to crisps:
Its the way it would be, if I had a bag of crisps at home. It
adds up. Oh yes. When you are on something. It is very hard to keep
away. [IP5]
Yes, here it says [reading article]: Alcohol increases the neuro
transmitter dopamine. And, eh, yes, the first parts you recognize.
And it is this crisp thing. To not be able to keep away, it is
exactly like that for me, you can not buy it because, so that you
can understand that they have, that it is hard for alcoholics and
those who smoke, that I can fully understand. [IP4]
/Katarina Winter, SoRAD, Stockholm University06/09/20129Reward
system: A treat system Interviewees way of treating themselves with
things No direct association to addiction Reward = treat
Well, anything can be a reward. You decide that yourself. Ehh.
But, because, as I see it, to, sort of be able to reward yourself
you need an effort/achievement, or need to have done something to
earn it! [IP23] /Katarina Winter, SoRAD, Stockholm
University06/09/201210Reward system: Conflict Dislocated
definition, movement of definition: Chemical processes Treat
Conflict in accepting alcoholics experience drinking as
treatsConflict in understanding the reward system:You want to, or I
want to, I want the reward as well! And what you choose is like But
I dont know, this reward thing, like alcohol. I dont know, it feels
a bit strange to say that it is a reward since Ive seen, how
rewarding does it get? It doesnt really feel like a, reward. [] Eh,
well, do they see it as a reward? [] Reward is something positive!
Yes. I dont see that as a reward but Im not, Im not, alcoholic.
But, eh, I find it hard to believe that, for example, the
alcoholics Ive seen experiences it as a reward. [IP 22] /Katarina
Winter, SoRAD, Stockholm University06/09/201211Reward system:
Solutions Solution 1: The reward system disappearsMaybe it is like
this, when it become real sickness, there are no reward system at
all. [IP 21] Solution 2: Reward from addiction treatment (Campral,
Antabus)Its about, by using the medicine you will get the reward
that makes you stop drinking, before it has gone too far. [] It
gives the same reward as, for example amphetamine. That,
amphetamine releases much more rewardings than the dopamine. And
you will attain this also for alcoholics. With this [Campral].
[IP2] /Katarina Winter, SoRAD, Stockholm
University06/09/201212Concluding remarks Reward system active part
in understanding of addiction
Biomedical explanations challenged/undermined/strengthened?
Coming project: Biomedical alcohol (and drug) researchers
/Katarina Winter, SoRAD, Stockholm University06/09/201213Extra
findingsMetaphors:Body as a machine: RebootBody as a plant: The
root of the pain, a thorne
Urge to confess: Friends/family alcoholics (trust gifts)
Facts: More true article does not neccessary mean more relevant
in newspaper readers everyday life/Katarina Winter, SoRAD,
Stockholm University06/09/201214Extra findingsProblem: Interviewees
didnt keep to the topic
Interviewees construct of meaning of biomedical alcohol research
can not be controlled
Researcher cannot define their research object
/Katarina Winter, SoRAD, Stockholm University06/09/201215Thank
you!/Katarina Winter, SoRAD, Stockholm University06/09/201216