This study explores possibilities for changing the discourse surrounding treatment with doctor prescribed heroin in Denmark. The Danish Drug Users Union have unsuccessfully requested that decision makers carry out an evaluation of the treatment. Yet, it seems that the incentive is lacking, due to a negative public discourse surrounding the treatment and people with heroin addiction. We therefore explore the possibilities for changing the discourse of the target group we identified as most relevant using the Gallup compass.
The study is carried out in two steps. Firstly, a Foucauldian discourse analysis of two articles printed in at least 5 national newspapers, shows that the public discourse was heavily influenced by the regime of control.
Secondly, inspired by Richard Berry, we produced a podcast relaying the personal narrative of a treatment recipient. As suggested by Melanie C. Green, the podcast creates a narrative transportation which helps to persuade the target group of the discourse it presents.
The effects are measured by comparing survey answers from target group representatives recorded before and after listening to the podcast.
This study finds that respondents did change their attitude towards several aspects of the treatment, but did not show a change in discourse. Though they had become more positive towards the treatment, they had also become more positive towards the regime of control.
This finding suggests that changing public attitudes towards treatment with doctor prescribed heroin may not be effective towards changing public and political discourse, unless attitudes towards the regime of control are also addressed.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Vejledere||Jan Foght Mikkelsen|
- Lægeordineret Heroin