JMIR Publications

ABSTRACT

Background:

Public support for biomedical sciences, including participation in clinical trials for new drugs, diagnostics or procedures, is crucial for the development and adoption of medical advances. In an effort to explore the role of popular media in influencing public perceptions of biomedical sciences, two centers at the University of Southern California are investigating the intersection of scripted entertainment (including television and film) and medical advances (e.g., clinical trials, precision medicine, AI, biotechnology). Questions of interest are: How are these topics portrayed in scripted entertainment, how do audiences respond, and what opportunities exist to increase participation in research by leveraging this medium? In this paper, we describe our approaches to engaging key partners, gathering data, and assessing outcomes through a series of research projects that will examine the current landscape and identify opportunities for future investigation in this emerging field.

Objective:

In separate but complementary studies, we aim to understand the perspectives of entertainment industry leaders and medical experts on incorporating medical advances in film and television storylines; investigate how frequently the topic is portrayed and in what types of shows; assess the attributes of the characters involved in clinical trial storylines and of the trials themselves; and evaluate the impact of targeted entertainment storylines on viewers' knowledge, attitudes, and behavior, specifically concerning clinical trial participation.

Methods:

We will implement a series of mixed-methods studies. We will conduct hour-long semi-structured interviews with key opinion leaders and analyze transcripts using the constant comparative method to identify themes. We will search recent English-language television and film scripts for terms related to the future of medicine. Counts will be analyzed by genre, viewership, and other variables. We will perform a similar analysis on transcripts and subtitles of Spanish-language content. Using a sample of episodes and films that frequently mention clinical trials, we will conduct a systematic analysis of storylines to understand how trials are portrayed, then repeat the analysis on a subset of highly popular shows, according to Nielsen ratings. Finally, we will conduct a large, survey-based study on select clinical trial storylines to gauge viewers’ knowledge, attitudes, and behavior using standard and novel instruments.

Results:

Results are forthcoming.

Conclusions:

Together, these studies will provide a robust set of analytical methods for exploring scripted television content, quantitative and qualitative descriptions of how medical advances have appeared in that content, and possible uses of popular media to garner public support for biomedical sciences. These studies will also provide a framework for other researchers seeking to examine specific themes in scripted entertainment. Finally, our findings will highlight challenges and opportunities of using entertainment media to inform audiences about medical advancement and the importance of public participation in science.