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 Universitykatarina.winter@sorad.su.se

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