Change+our+minds+-+What's+the+issue+anyway?

Alina MacCallum N8295191  Michelle Newcomb = __** Cultural Artefact **__ = = **Change our Minds – TV Advertising Campaign**  = [] = ** 'I’ve pledged my support' **  =

**// “Remembering that mental illness can affect anyone, at any age, and shouldn’t be a taboo topic.” //** //This cultural artefact is a representation from the “Change our minds” media campaign released by the Queensland Government this year. This television advertisement uses the workplace setting to show the affects of stigma on a young woman who has told her fellow work colleagues she has bipolar disorder. As a result of this announcement the young woman is now seen as the “wacko from accounts” instead of just who she is, “Emily”.//

Link to Change our Minds Website [] American TV Advertisement about labels associated with mental illness []

**__The Effects of Stigma on those who experience mental illness__** //The above television campaign is an excellent example of how the stigma experienced by an individual can impact how they perceive themselves, whether they seek help, and ultimately whether their mental illness can be successfully overcome. By defining stigma and highlighting its role in the exacerbation of mental illness, this will in a hope, increase awareness of this important public health issue. The role of stigmatisation will be demonstrated by outlining; who it effects, what past researchers and sociologists have posited through different research methodologies, and using this data to make informed and positive breakthroughs for population strategies that reduce the stigma felt as a result of societies ‘labelling’ of mental illness.//

**__What is the Issue Anyway?__** The stigma associated with mental illness and how it is defined has changed over time, and has existed as early as the beginning of the Greeks. Although most recognise mental illness as a very important and valid public health issue, the lack of awareness associated with the stigmatisation of those individuals demonstrates the necessity to discover its origins and plan strategies to successfully combat its effects. Stigma is derived from the Greek word ‘stigmata’ which was very simply defined as “a mark of shame or discredit; a stain, or an identifying mark or characteristic” (Overton & Medina, 2008, p.143). Conversely current research illustrates stigma as being multi-faceted, subjective, and often extremely difficult to define.

Unlike its dictionary meaning stigma does not discriminate in deciding to what it extent it harms. Swiss psychiatrist Schulze (2007) writes that, “stigma has further been found to have substantial public health implications: it may exacerbate stress, reinforce differences in socio-economic status and associated health risks, delay appropriate help-seeking, or terminate treatment for treatable health problems (p.137). According to the report on Mental Health in Australia, one in four will experience a form of mental illness in their lifetime and outline the aforementioned determinants as key risk factors associated with its development (Australian Bureau of Statistics, 2006). Therefore this link provides evidence further supporting the need for continued research and strategic planning at a public health level for this issue.

Current research includes both qualitative and quantitative methodologies, based on data collected from surveys completed by those who have experienced a mental illness. According to a study completed by British psychiatrists concerning the current measures used to quantify the effects of stigma, there are three measures mostly used. Usually as part of a survey conducted with these individuals, experiences of perceived stigma, experienced stigma and self-stigma are considered (Brohan, Slade, Clement & Thornicroft, 2010).

Brohan et al., (2011) state that perceived stigma is “how the individual thinks society views him/her personally as a member of the stigmatised group” (p.2). This perception also known as the ‘public stigma’ can often lead to the development of self-stigma. Self-stigma results as the negative societal views become internalised by the individual and acceptance of the diminished version of themselves to be true. The process of stigma used to coin the terms used by medical professionals can subsequently be substantiated by the following social theories.

Overton and Medina (2008) state that, “social identity theory considers how people use social constructs to judge or label someone who is different or disfavoured” (p.143). This theory, like that of the psychiatric term ‘perceived stigma’, illustrates the link between societies need for an individual to fit into a ‘norm’, and in circumstances like that of mental illness where a person doesn’t fit they become an outcast. Stigma can be viewed as the internalisation of societal negativity, or conversely the theory of structural stigma shows this process externally from a cultural standpoint (Overton & Medina, 2008).

The theory of structural stigma is particularly important as it demonstrates how stigma works systematically, defined collectively by culture, sociological determinants or even geographical location not just by that of an individual’s mental illness. Through integration of social theory as well as qualitative and quantitative research undertaken by medical professionals, a more suitable methodology to combating stigma could be found. According to a study published by the Journal of Social Science and Medicine, current limitations could be overcome by integrating data concerning stigma and prejudice allowing researchers a more holistic view when considering the determinants of stigma related to mental illness (Stuber, Meyer, & Link, 2008).

The extent to which this issue can be redressed will depend on the level of integration used when developing population level strategies. For example an individual might experience stigma as a result of bipolar disorder, but may also be prejudiced racially due to their culture. By determining all aspects of an individuals or cohorts circumstance that could result in stigma or prejudice may allow for improved strategic planning, and overall success in reducing the effects of stigma on those who experience mental illness (Stuber et al., 2008).

**__Cultural and Social Views__** When considering the effects of stigma on those who suffer mental illness it is important to understand the origins of mental illness, its key risk factors and how an ever changing society takes its toll on an individual. Age, gender, sociological and cultural risk factors all increase the likelihood of an individual or group developing a mental illness. The most at risk group are females aged between 16 and 24 (Australian Bureau of Statistics, 2006).

The risk is even greater enhanced if this cohort has low levels of social support and education, are single or have a limited income. These factors combined with society’s movement from an era of modernism where societal structures such as the family were there to provide support in times of need into an era of postmodernism and increased individualism show the necessity for awareness of this issue. Beck’s theory of postmodernism aptly illustrates society’s emphasis on individuality, and the need for a person to cope without seeking professional help, resulting in isolation and possible exacerbation of symptoms.

Secondly, the theory of structural stigma demonstrates how already limited societal structures can impact negatively on those who experience a mental illness. Due to an individual not fitting into a ‘norm’, access to important structures can be limited or denied as they are no longer normal, for example Overton and Medina (2008) write that, “one third of all states restrict the rights of people with mental health diagnosis” (p.144).

These restrictions can lead to lack of employment, equitable access to shelter, barriers to obtaining treatment services, owing to attitudes held by medical professionals and the role of the media in its exaggeration of the negative image associated with mental illness (Overton & Medina, 2008). These theories collectively explain how the risk factors associated with mental illness can be further enhanced by society stigmatising an already suffering individual. When experts begin developing strategies to combat the effects of stigma on those who experience mental illness, consideration of all prejudices not necessarily linked to mental illness, such as racism should be accounted for.

Secondly Overton and Medina (2008) express that, “there are three areas of involvement that stigma researchers have suggested that could foster change to help reduce stigma related to people with mental illness: protest, education, and contact” (p.147). Protest is used to attest long held beliefs by showing facts that dispel the belief system, education is used to show large populations factual information instead of myths, and contact with another person experiencing mental health issues is most effective at mitigating stigma (Overton & Medina, 2008).

Therefore when creating effective public health strategies experts should consider all determinants of this health issue, by analysing data provided by both sociological and biological research, as well as use proven mitigation measures to reduce the effect of stigma, that simultaneously aids in helping those who suffer from mental illness overcome it.

**__Analysis of Artefact__** Most people know what mental health is, but when trying to explain what the stigma is that surrounds it, or what harm it can do to those suffering, most either accept the problem as being part of ‘our’ society or don’t understand. This television advertisement about a young woman named Emily shows the general public in a simple way exactly what stigma is.

This cultural artefact is effective in it’s portrayal as everything is shown through Emily’s eyes, so the watchers can see exactly what Emily experiences on a daily basis when walking through her workplace. It shows the stares, suddenly silent conversations and completely obvious sniggering that must be endured when being at work. The most important and confronting part of the advertisement is when Emily shows herself. To an everyday passerby she looks like a normal young vibrant woman. By using a person who looks so normal, this fittingly shows how mental illness can be completely invisible and that no one knows it’s there until told.

As a person who suffers from mild cases of depression from time to time this particular issue is of great importance to me. As a person who has been in Emily’s shoes, one of the hardest things to do is tell someone that you’re not feeling quite ok. This is because of the stigma that surrounds mental illness, the perception that once everyone knows you will no longer be treated the same. After completing research on this topic it relieved pressure to understand why most people feel like this, and like me find it so hard to share problems or seek the help they need.

However, it was the understanding brought about by expanding my knowledge base around the origins of stigma, that was so enlightening. Through research I discovered that most people’s perceptions of what others think come from an internally ingrained belief system shaped by what society considers ‘normal’. When an individual has the ability to separate myth from fact, the belief system can be modified, and quite often from where I stand that’s half the battle won.

**__References__**

Australian Bureau of Statistics. (2006). Mental health in Australia: a snapshot, 2004- 05. Retrieved from []

Brohan, E., Slade, M., Clement, S., & Thornicroft, G. (2010). Experiences of mental illness stigma, prejudice and discrimination: a review of measures. //BMC health// //services research, 10,// 1-11. doi: 10.1186/1472-6963-10-80

Healthier Queensland. (2011, October 9). Healthier Queensland – Change our minds about mental illness [video file]. Retrieved from []

Overton, S.L., & Medina, S.L. (2008). The stigma of mental illness. //Journal of// //Counselling & Development, 86//(2). Retrieved from []

Schulze, B. (2007). Stigma and mental health professionals: a review of the evidence on an intricate relationship. //International Review of Psychiatry, 19,// 137-155. doi: 10.1080/09540260701278929

Stuber, J., Meyer, I., & Link, B. (2008). Stigma, prejudice, discrimination and health. //Social Science & Medicine, 67,// 351-357. doi: 10.1016/j.socscimed.2008.03.023

**__Comments__** ** The Truth Hurts' Intercultural Perspective of the Administration of Pain Relief ** Link: http://healthculturesociety.wikispaces.com/message/view/%27The+Truth+Hurts%27+Intercultural+Perspective+of+the+Administration+of+Pain+Relief/46064200

Subject: Nice Angle

I thought this topic was extremely relevant, in particular to the treatment of mental illness. As such a young person with the experience of doctors just throwing medication at you to fix a problem, it is great that the awareness of this issue is becoming such a hot topic.

** A culture of corruption ** Link: http://healthculturesociety.wikispaces.com/message/view/A+culture+of+corruption/46065680

Subject: A generation of alcoholics??

This particular topic is very confronting and it is extremely hard to ignore it, when the factual information is staring you right in the face. I definitely agree more awareness and education needs to take place so that hopefully everyone who decides to drink or take drugs knows exactly what they are doing.