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Mother’s Little Helper: Psychiatry, Gender, and the Rise of Psychopharmaceuticals

Dig: A History Podcast

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Ads for Psychiatric Drugs

Psychiatrist and sociologist jonathan metzel found that drug ads began to use words like augment and adjunct. Ad centred the psychiatrist's perspective and point of view, almost never depicting the medication visually at all. Historian janet walker analyzed dozens of these ads in her book, couching resistance. These ads weren't just designed to reassure freudians that their s wouldn't be stolen by pharmaceudical companies, but also toassuage their bruised male egos.

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