title: Public perception of pharmacists: Film and television portrayals from 1970 to 2013.
abstract: OBJECTIVE
  To determine the percentage of pharmacists portrayed in a positive, negative, or neutral light in films and television shows available in the United States from January 1970 to July 2013. Secondary objectives were to evaluate pharmacist characters as heroes, villains, or victims; assess pharmacist characters' demographics; and determine the presence of pharmacist characters in medical-themed television shows.
  
  
  METHODS
  Retrospective, observational, descriptive study.
  
  
  METHODS
  A review of available U.S. film and television from January 1970 to July 2013 at an academic institution.
  
  
  METHODS
  214 television episodes or films that contained at least one pharmacist portrayal.
  
  
  METHODS
  Electronic inquiries requesting submissions of known pharmacist portrayals were distributed to pharmacy professionals in national and state-affiliated pharmacy organizations and to faculty, staff, and students at the University of South Carolina. Electronic databases and search engines (Internet Movie Database [IMDb], Bing, and Google) were consulted and used to further research possible pharmacist portrayals. The study investigators developed an algorithm incorporating social norms, common pharmacist practices, and viewer perceptions to determine positive, negative, or neutral status for each pharmacist portrayal.
  
  
  METHODS
  Year and genre of media, demographics of identified pharmacist characters, portrayal status of identified pharmacist characters, and number of pharmacist characters and appearances per each television show reviewed.
  
  
  RESULTS
  In the films and television shows reviewed, there were 231 pharmacist portrayals, with 160 unique pharmacist characters. Of the 231 portrayals, 145 (63%) were negative, 30 (13%) were positive, and 56 (24%) were neutral. Of the 160 unique characters, 121 (76%) were male, 120 (75%) were Caucasian, and 86 (54%) were younger than 50 years old. The name of the character was provided for 70 (44%) of the pharmacists portrayed.
  
  
  CONCLUSIONS
  The portrayal of pharmacists in U.S. film and television is primarily negative. Pharmacists and pharmacy organizations are encouraged to be vocal proponents of the profession and educate trainees on the importance of an enhanced public perception.
authors.affiliation: South Carolina College of Pharmacy, University of South Carolina, Columbia, SC.
authors.forename: Amy
authors.initials: A
authors.lastname: Yanicak
authors.affiliation: Department of Clinical Pharmacy and Outcomes Sciences, South Carolina College of Pharmacy, University of South Carolina, Columbia, SC.
authors.forename: Phillip L
authors.initials: PL
authors.lastname: Mohorn
authors.affiliation: Pharmacist, Target, Summerville, SC; Student Pharmacist, South Carolina College of Pharmacy, University of South Carolina, Columbia, SC.
authors.forename: Philipp
authors.initials: P
authors.lastname: Monterroyo
authors.affiliation: South Carolina College of Pharmacy, University of South Carolina, Columbia, SC.
authors.forename: Gabrielle
authors.initials: G
authors.lastname: Furgiuele
authors.affiliation: Pharmacy Resident, St. Vincent Health, Indianapolis, IN; Student Pharmacist, South Carolina College of Pharmacy, University of South Carolina, Columbia, SC.
authors.forename: Lindsay
authors.initials: L
authors.lastname: Waddington
authors.affiliation: Department of Clinical Pharmacy and Outcomes Sciences, South Carolina College of Pharmacy, University of South Carolina, Columbia, SC. Electronic address: bookstaver@sccp.sc.edu.
authors.forename: P Brandon
authors.initials: PB
authors.lastname: Bookstaver
mesh_terms: D000465:Algorithms; D001291:Attitude of Health Personnel; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D049673:History, 20th Century; D049674:History, 21st Century; D006801:Humans; D008297:Male; D008875:Middle Aged; D009040:Motion Pictures / Q000266:history; D010465:Perception; D010593:Pharmaceutical Services / Q000266:history; D010595:Pharmacists / Q000266:history / Q000523:psychology; D024382:Professional Role / Q000266:history; D011369:Professional-Patient Relations; D011639:Public Opinion / Q000266:history; D012189:Retrospective Studies; D013690:Television / Q000266:history; D013997:Time Factors; D014481:United States