Media Portrayal Contemporary Healthcare


In healthcare industry, the contemporary issues refer to the current incidences regarding healthcare facility and techniques. They are mainly reflected in the media to make the people remain concerned regarding their health to ensure they personally develop activities to lead a healthy life. In this assignment, the information related to contemporary issues in healthcare reaches the population through media is discussed to understand the way it creates concerns for the public. The way issues regarding healthcare is presented in the media and the way to ensure the validity and reliability of the data are also discussed. Further, the relevance of the findings regarding healthcare is examined along with the influence contemporary issues have on healthcare development is discussed.

AC 1 Explaining the way information on health and social care aspects reach public domain

The information refers to the facts learned or provided through any nature of media or by someone (Suka et al. 2015). The information regarding health and social care are able to reach the public through various ways such as national health reports, public inquiries, whistleblowing and others. As mentioned by Feinberg et al. (2016), the information regarding healthcare reaches the public through the help of newspaper media who publishes facts collected from all around the world. This is evident as the information regarding Mrs Tata in the case scenario was seen to reach the public through the help of publication of the fact on the front page of the UK’s leading newspaper. As argued by Mannion and Davies (2015), whistleblowing refers to the disclosure of wrong doing at work being witnessed by the workers. The whistle-blowing helps in delivering information regarding healthcare to the public by highlighting evidence through the help of media such as newspaper, social media websites and others in relation to wrong doing in their organisations. The public inquiries made by the government to publish reports helps to deliver healthcare information to the public regarding any health issues to make them alert about their healthcare surrounding (Mozaffarian et al. 2016). For instance, the Francis Report published by the government helped to deliver information to the public regarding the reason behind the failure faced at Mid Staffordshire NHS Foundation Trust and the way it can be resolved (, 2015). Moreover, the health promotion campaigns organised by the government or private organisation are able to deliver information regarding healthcare to the public. This is because such campaigns are organised publicly where various modes of media and strategies are used to aware people about various health issues along with ways to control them (Ahn, 2015).


The key techniques being used for disseminating information regarding health and social care are:

Social Media and Newspaper: The media coverage through newspaper and social websites (Facebook, Twitter, etc) are important to disseminate healthcare information successfully. This is because they have the efficiency to reach globally to public at the same time to deliver healthcare information regarding health issues through facts and figures (Fernández-Luque and Bau, 2015; Krieger et al. 2015). As seen in the case scenario, the hindrance faced by Mrs Tata was able to be highlighted in the public only through the publication of facts in the public. Moreover, if Mrs Tata’s daughter could have searched about the reviews regarding the Local Service Department in websites and media whom she hired to look after her mother then she could have understood whether the services are efficient to offer proper care to her mother or not. This could have helped to save the life of Mrs Tata.

Banners, Leaflets and Visual signs: The presentation of healthcare information by using facts along with images in banner and leaflets to effectively disseminate information helps to attract wide number of people to the facts (Adams et al. 2017). This is because the images act as eye-catching attributes that in turn attract people to read the information regarding healthcare for ensuring effective dissemination of information.

Radio and Television: The radio and television acts to deliver audio visual information to the public regarding healthcare issues (Mandl and Kohane, 2016). This helps to create a mental imagery in the minds of the public to become aware of their health according to the information provided.

The nature of languages to be used by the newspaper to deliver information regarding healthcare is required to be specific to the area in which they are focussing for disseminating information (Dehling et al. 2015). This is because it is the way in which the information regarding healthcare can be effectively understood ensuring proper dissemination of information. As seen in the case scenario, the UK’s official language is English and thus the article regarding Mrs Tata was published in the language by the newspapers. This helped to deliver the information regarding Alzheimer’s and risk related to the disease to wide number of individuals. The Banner and Leaflets are required to use languages based on the target population to whom they are offering healthcare information. The exaggerated delivery of information is to be avoided regarding any health issues in any form of media as it leads to moral panic (Ahadzadeh et al. 2015; Robotin et al. 2017; Schomerus et al. 2016). This is evident from the information in the case scenario where it has been mentioned that moral panic has been created regarding health issues in the UK due to exaggerated delivery of information regarding certain health issues and services in BBC panorama.

The radio uses audio to deliver information regarding healthcare as well as other aspects and the radio channels are usually seen to be specific to the region (Mai, 2016). Thus, they are to use languages in audio format for delivering information that are understood by the people in specific region as well as based on the specific attitudes of the people. For instance, while delivering information in and around England, English language is to be used whereas while communicating healthcare information in any other country the languages specific to the region is to be used. Television uses visual images that are not vulgar in nature while communicating healthcare information to the public so that none of their attitudes or belief is hurt (Rennis et al. 2015). The social media is required to use universally accepted language while disseminating information regarding healthcare. This is because it is being used all over the world by people of different culture and region where using universally accepted languages helps to deliver the information successfully as they are able to understand the facts. In case, social media uses languages specific to the region or country then it may lead people to develop the attitude that the healthcare information is specific to the region or country and they do not require to know them. These results in creating barriers for successful delivery of healthcare information as the facts regarding the health issues are unable to reach the public globally.

The media is seen to play a key role to alert regarding healthcare adversity to the individuals by informing about the causes and reasons behind the adversity. As asserted by Friedman (2015), delivering manipulated information regarding any health issue leads the public to be misguided which results them to develop moral panic. This is because the manipulated information leads individuals to develop unnecessary high alter regarding casual health problems making them feel sick out of tension and stress. In the given scenario, it is mentioned that concerning nature of reviews by families in the BBC panorama has led to create moral panic regarding certain disease. This is because the information is mostly manipulative in nature without any basis of proper evidential facts. As argued by Kilgo et al. (2018), incomplete or wrong information delivery leads the media to develop confusing concept regarding certain health disorder. This is because the public is unable to verify the authenticity of the information making them develop confusing attitude regarding the health disorder.

The government uses the media to alert individuals regarding contemporary health issues being faced and the way it can be controlled or resolved in turn helping the public to develop positive health behaviour with cope with the issue (Wager et al. 2017). This is because the media helps the government to reach wide number of individuals all over the country within minimum time to help them develop changes in their behaviour to avoid facing any adversity due to the contemporary health issues. As stated by Nahum-Shani et al. (2017), media helps to alter individuals to execute self-surveillance of their health by informing them techniques to be considered in such situation.This is evident from the scenario where the information regarding Mrs Tata informed by the media creates alert that Alzheimer’s disease is to be taken care off in the early stage or it may lead individuals to die due to neglect.

AC 2 Evaluating the way public is able to assess the reliability and validity of the media information regarding health and social care

The reliability refers to the trustworthy quality of the information and validity informs the factual and logical quality of the information (Seçkin et al. 2016). As mentioned by Althubaiti (2016), the validity and reliability of the information given by the media are required by the public to avoid rise of moral panic. This is because moral panic leads individuals who are not even sick to get ill due to panic-stricken state. Thus, according to the given scenario, the BBC panorama requires to deliver information in a more authenticated way by showing facts and figures and not just merely believing the reports by the families to ensure their information are reliable and valid for the public to be accepted in turn avoiding rise of moral panic. As asserted by Bartlett et al. (2015), reliability and validity of the media is ensured if the information provided by them is ensured by the government. This is because the government of the country is built to create better future of the people who work with authenticity to fulfil the goal and therefore they are never going to support the media information which is wrong or are manipulative in nature as they understand it may lead to chaos and panic. Thus, the public to ensure any information is reliable or valid in nature are to look that whether or not the information is supported by the government. In the given scenario, in case daughter of Mrs Tata would have reviewed whether the Local Service Organisation is government supported then only she could have believed it to be reliable and valid to offer care to Mrs Tata. As argued by Ahadzadeh et al. (2015), the information by the media is reliable in nature if they are evidenced through proper facts and figures. This is because the facts and figures act as proof to ensure the validity of the information.

In this article, it is been informed that researchers have said that Alzheimer’s disease can be detected through blood tests. However, the idea is still under clinical trials and thus it is being tested to ensure the way it can be implemented in the future for early detection of Alzheimer’s disease (, 2014).

In this article, it is been referred that Alzheimer's disease can be diagnosed with the help of brain imaging. Moreover, executing physical and mental examination the disease can be identified. In this article, no information regarding the detection of Alzheimer's disease through blood tests is informed (, 2018).

The first article mentioned that in 2014 experiments are being executed to see that Alzheimer’s disease can be detected through blood tests. However, in 2018, it is informed that Alzheimer’s disease can be detected through brain imaging physical and mental examination and no incidences are still reported to execute blood tests for detecting the disease.

The two articles are similar in nature from the perspective that both have shown concern regarding the way Alzheimer’s disease can be detected most effectively so that effective medical intervention can be given to the patients.

The perspectives regarding Alzheimer’s disease is seen to be changed over time which is evident as increased number of people are aware about accepting it as the mental illness that required effective care and early medical intervention to control it. This is evident as in the UK it was seen that previously the population perceived Alzheimer’s disease as coming of age disease and feel ashamed to talk about the illness in public as it was perceived as a mental illness that hinders the name of the family (, 2014). Thus, this result many individuals in the UK to face lack of early diagnosis and care for Alzheimer’s in turn leading the individuals to suffer from the illness without medical intervention. Moreover, many individuals suffering from the disease in the UK were seen to be abused and harmed as they are perceived as burden of care (Burgener et al. 2015). However, with increasing campaigns regarding Alzheimer’s in the UK, it is seen that stigma regarding Alzheimer's has changed immensely. This is evident as it been reported by the Alzheimer's Association in the UK that more people are affected by the illness are coming out to get diagnosis and medical intervention by breaking the negative stigma related to the disease (, 2016). Thus, with increased awareness and health education regarding Alzheimer’s in the UK, it is seen that the scenario regarding the illness has changed.

The changes regarding the attitudes related to Alzheimer’s disease is also seen in Southwark council in the UK. This is evident as the reduction of stigma regarding the illness has increased the diagnosis of Alzheimer’s along with dementia in the council in 2015-16 to 4.5% more than the previous years. This was seen to be similar in statistics to the national level increase in diagnosis that is 4.3% increase. Moreover, with lower stigma and increased number of people diagnosed with Alzheimer’s in the Southwark Council it has led the members in the councils to arrange better care and increased number of hospitals to offer the Alzheimer’s patients quality health intervention (, 2017). Thus, this informs that more people suffering from Alzheimer’s disease in the UK are coming out locally to get diagnosed for receiving proper care so that with early and right medical intervention and care they are able to develop improved health condition.

The factors responsible for influencing the development of different perspectives regarding Alzheimer over time as follows:

Educational factors: The increased awareness and education campaigns regarding Alzheimer and Dementia made by the NHS and other organisations are seen to act in lowering the stigma regarding the mental illness to most extent. This is because previously without education the people thought Alzheimer as only coming of age disease that cannot be controlled thus avoiding healthcare intervention. However, with improved awareness, they have developed knowledge regarding the key risk factor and causes of the illness to be controlled and how their stigmas are baseless regarding the disease. It has helped to develop change in perspective leading better diagnosis and improve care delivery for the illness at the right time to the patients (Xu et al. 2015).

Cultural Factors: The different cultural factors are seen to create different perspective for mental illness among communities (Jang et al. 2018). This is evident as in the UK, the South Asian Communities are seen still to consider Alzheimer as a coming of age disease and avoids care in the fear to get exposed and bring bad name for the family in the society as it is a mental illness. This has led to lower Alzheimer diagnosis and healthcare intervention among the South Asian communities in comparison to the British or people belonging from White communities (, 2018).

The governmental and other private health and social care organisations are trying at the national level to get awareness regarding key health problems at the local level to create better healthcare environment at both levels. The local healthcare organisation and the borough chief are trying to develop awareness campaign regarding Alzheimer’s disease at the local level but have failed to be successful in a greater way. This is because at the local level healthcare services could not be developed that offer effective diagnosis and care for the illness at the early stage (Frese et al. 2017; Lee et al. 2017). This has result the government at the national level to become concerned with the issues to deliver assistance to the organisations at the local level to develop proper healthcare framework for managing Alzheimer’s disease with success.

The healthcare campaigns at the local level are seen to develop ideas from those at the national level for developing awareness regarding the Alzheimer’s disease (Le Bihan and Sopadzhiyan, 2017). This is because the strategies developed for the disease at the national level are provided to be effective in creating greater awareness regarding the disease. Moreover, the media has resolved the gap between the local and the national level by developing collaboration between them in developing awareness and creating solution regarding treatment of Alzheimer’s disease (Minkemeyer et al. 2016). This has result the government to be more involved with the local authorities and healthcare communities for improving health standards of Alzheimer’s disease in the local areas and within the country.

The public when develops a concerning behaviour and attitude towards a certain disease helps them to take effective measure to control the health issues. This is because in this situation the public understands the importance of concern regarding the disease and take positive steps to cope with the illness to avoid suffering. As asserted by Morris et al. (2015), the rise in Alzheimer’s disease has resulted people to become concerned in taking healthy diets, regularly checking their health at old age to ensure they do not get affected by the disease or are diagnosed at the early stage. This attitude of the public is going to lead them become concerned to take proper healthcare intervention at the right stage to avoid adversities regarding the disease. As per the given scenario, the public by analysing Mrs Tata’s case would develop the attitude that they are to take early as well as proper healthcare intervention for Alzheimer’s disease at early stage or it may be life-threatening. Thus, this attitude is going to lead the public to be concerned in getting right medical intervention if they are suffering from the disease. As argued by Craft and Rhoads (2016), the public even after getting awareness regarding health issues avoid to change their lifestyle and health regime then they are to adversity suffering from the disease creating increased incidence of the illness in the country or locality. This means that even after reading the story of Mrs Tata the public avoid to take Alzheimer as a concerning disorder and then they are going to be increased incidence of the disease in the country.

AC3 Justifying possible consequences of contemporary thinking for health and social care service provisions

The contemporary thinking of including social media along with traditional media in developing awareness regarding Alzheimer’s disease is going to lower the prevalence of the disorder among the public (de Medeiros and Sabat, 2016). This is because by understating the vital aspects to be followed in controlling the greater incidence of the disease the public would be concerned to maintain their health properly to avoid facing Alzheimer. Thus, taking information from the given scenario, the public is going to at first take review of the authentication of the services provided by the local authority to Alzheimer’s people to avoid being inappropriately treated like Mrs Tata. It is going to help them avoid neglecting services from local care organisation by choosing better healthcare organisation for availing services thus assuring better health outcome of Alzheimer’s patients. The contemporary thinking regarding Alzheimer’s disease would result individuals to treat it as illness which can be fatal and not just mentally deteriorated condition of the patients with age (Dickerson et al. 2017). This would lead to more concerned behaviour among the public to take initiatives in coping with the disease to avoid fatal consequences.

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The discussion informs that media such as newspaper, social media websites, banner and leaflets, radio and others is effective to be used for dissemination information regarding health and social care among the individuals. In respect to Mrs Tata’s case, it is been informed that use of media was not effectively used to ensure their reliability that result her daughter to face hindrance in offering proper care to her mother. It is further informed that reliability and validity of the information in the media are to be identified by analysing whether or not they are supported by government, proper fats and figures and others. The local attitudes are reflected from the national level in control health and social care by taking ideas and strategies as well as help from the national organisations.


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