Creed, Fabiola Katrina (2020) Advertising, stereotypes, and "addiction" : understanding sunbed representation in England, 1970s-1990s. PhD thesis, University of Warwick.

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Abstract

This thesis explores how the sunbed industry, the media, healthcare professionals, medical authorities, the public and a diverse range of smaller stakeholders created controversial and conflicting representations of artificial tanning, its providers and its consumers from the 1970s to 1990s in England.

This thesis also extends the history of tanning, sunlight therapy, and changing technologies and visual cultures through close examination of commercial and public health advertising of sunbeds. A history of sunbeds – once and still sold as a health-enhancing technology – also sheds new light on medical, political, economic and socio-cultural changes from the 1970s to 1990s in England. This case study builds on three main historiographical strands related to the late twentieth century growth in public health responsibilities and new mass media approaches in England. The history of sunbeds first extends how broadcast media became increasingly important to publicise health messages and warnings. This increase in media-medical feedback loops was intended to encourage healthier patterns of consumption among the public. Sunbed-related content quickly spread from local to regional and then national print media, and then from regional to national television broadcasts to reach wider audiences. An increase of ‘experts’ were encouraged to comment on technologies and consumption, and in turn, everyday lifestyle choices and consumer behaviours. Consequently, the final strand of this thesis demonstrates the rising confidence of (patient)-consumers through the media, who progressively shared their own experiences and opinions to influence the public and sunbed consumers. As a result, a history of ‘sunbed addiction’ not only uncovers the representations of sunbed users across varying gender, class, race, age and sexuality categories, but also sheds light on broader social-cultural perceptions related to stereotypes, stigma and moral panic.

Drawing together these strands of analysis, this history of sunbeds demonstrates how popular culture reciprocally influences and shapes public health research and scientific discussions in a constant cycle – the popular and medical representations and understandings of sunbeds, like other ‘health’ technologies and products, cannot be separated.

Item Type:	Thesis or Dissertation (PhD)
Subjects:	R Medicine > RL Dermatology T Technology > TT Handicrafts Arts and crafts
Library of Congress Subject Headings (LCSH):	Tanning salons -- Great Britain, Suntan -- Great Britain
Official Date:	March 2020
Dates:	Date Event March 2020 UNSPECIFIED
Institution:	University of Warwick
Theses Department:	Department of History
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Bivins, Roberta E., 1970-
Sponsors:	Wellcome Trust (London, England)
Format of File:	pdf
Extent:	x, 450 leaves : illustrations (some colour), map
Language:	eng

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