His "black dog"--that was how Winston Churchill referred to his own
depression. Today, individuals with feelings of sadness and
irritability are encouraged to "talk to your doctor." These have
become buzz words in the aggressive promotion of wonder-drug cures
since 1997, when the Food and Drug Administration changed its
guidelines for the marketing of prescription pharmaceuticals.
"Black Dogs and Blue Words" analyzes the rhetoric surrounding
depression. Kimberly K. Emmons maintains that the techniques and
language of depression marketing strategies--vague words such as
"worry," "irritability," and "loss of interest"--target women and
young girls and encourage self-diagnosis and self-medication.
Further, depression narratives and other texts encode a series of
gendered messages about health and illness.
As depression and other forms of mental illness move from the
medical-professional sphere into that of the consumer-public, the
boundary at which distress becomes disease grows ever more
encompassing, the need for remediation and treatment increasingly
warranted. "Black Dogs and Blue Words" demonstrates the need for
rhetorical reading strategies as one response to these expanding
and gendered illness definitions.
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