Class plan

Mini-lecture #1: Drugs in a Freudian world: the "Thorazine" story

Table top work, pt 1: Looking at ads for "anti-psychotics": what do we learn?

What do we mean by "recalibrations"? (all-class discussion)

Mini-lecture #2: Drugs in a Freudian world: the "Miltown" and "Valium" story

Video interlude: "The Relaxed wife" (1957): puzzles and reactions

Table top work, pt 2: Looking at ads for tranquilizers: what does gender have to do with it?

Musical interlude (The Rolling Stones, "What a drag...")

'When it is "medicine" and when is it "dope"? (all-class discussion)

Group mini-project: how patients became the target of advertising (and the unfinished business it left us with)

READINGS

"Major tranquilizers"

Moncrieff, Joanna. “Chlorpromazine: The First Wonder Drug.” In The Bitterest Pills, 20–38. Palgrave Macmillan UK, 2013.

Pompian, Lillian. “Miracle Pills for the Mind.” Chicago Daily Tribune, November 20, 1955

Spotlight: Selling drugs to doctors, part one

Thorazine in schizophrenia," "Thorazine advertisement, 1956Links to an external site.. Psychosomatic Medicine, Vol. 18, No. 3.

"Disturbed wards have virtually disappeared," Thorazine advertisement, 1956. Links to an external site.Mental Hospitals, Vol. 7, No. 8., p. 2.

"When the patient lashes out,"Thorazine advertisement, 1962

"for severely psychotic patients when you want results," Thorazine combo advertisement, 1966Links to an external site.. Hospital & Community Psychiatry, Vol. 17, No. 10.

"Remember these?" Thorazine advertisement, 1967. Hospital & Community Psychiatry, Vol. 18, No. 9.

"Basic tools of ...psychiatry," 1975. Hospital & Community Psychiatry, Vol. 26, No. 7.

"Cooperation often begins with Haldol" , Arch Gen Psychiatry.1974;31(5):732-733

Please read this analysis also: Metzl, J.M., 2012 Mainstream anxieties about race in antipsychotic drug ads. The virtual mentor: VM, 14(6), p. 494.

"Before the revolution," Thorazine advertisement, 1982.Hospital & Community Psychiatry, Vol. 33, No. 6.

Recalibrations

Allen Frances, "Setting the record straight on antipsychotics," Psychiatric Times. February 17, 2016

Murray, Robin M. “Mistakes I Have Made in My Research Career.” Schizophrenia Bulletin 43, no. 2 (2017): 253–56.

"Minor tranquilizers"

Metzl, Jonathan, "Mothers Little Helper: The Crisis of Psychoanalysis and the Miltown Revolution", Gender and History 15 (2003): 228-55. Focus on the section of the article beginning on page 242 -- the section that begins "Meprobamate, biological anxiety and the popular press"

Henig, Robert Martin. “Valium’s Contribution to Our New Normal.” The New York Times, September 29, 2012.

Spotlight: Selling drugs to doctors, part two

The Relaxed Wife, 1957

What the heck is this?? Watch it and we will puzzle out the issues together

Syndromes of the Sixties: "Battered parent syndrome, Miltown ad, 1967. JAMA:, Vol. 202, No. 1, pp. 54-56.

H er kind of pressures last all day... shouldn't her tranquilizer? Meprospan ad, 1967. JAMA: The Journal of the American Medical Association, Vol. 199, No. 2, pp. 226-228.

You can't set her freeLinks to an external site. Serax ad, 1967. JAMA: The Journal of the American Medical Association, Vol. 200, No. 8, pp. 206-207.

Valium ad, 1970: Women dominate his universe

Valium ad, 1970: 35, single, and psychoneurotic

Valium ad, 1971, Her world orbits around doctors

Recalibrations

Rolling Stones, 1966, What a Drag it is, getting old

Unger, Michael. “Fighting Addiction to Tranquilizers Download “Fighting Addiction to Tranquilizers.” Newsday (1940-1989), Nassau Ed.; Long Island, N.Y. July 11, 1983, sec. Your Health.

Herzberg, David. "'The Pill You Love can Turn on You": Feminism, Tranquilizers, and the Valium Panic of the 1970s." American Quarterly, vol. 58, no. 1, 2006, pp. 79-103.

Mini-group project: The pivot to patients: the rise of Direct-to-Consumer advertising of psychiatric drugs and its consequences