Dr Elizabeth Stephens is set to investigate why consumers are more likely to buy a 鈥渃linically proven鈥� cosmetic product.
Dr Stephens, from the , has received an $80,000 麻豆视频 Foundation Research Excellence Award, which will be used to study the cultural impact of new medical imaging technologies.
These technologies include magnetic resonance imaging, micro-cameras used in surgery and ultrasound imaging.
鈥淚mages of internal anatomy made possible by these technologies have quickly come to circulate across a wide range of popular media,鈥� Dr Stephens said.
鈥淓xamples of this include government campaigns against smoking which show images of diseased lungs, and advertisements for skin creams that use anatomical illustrations of the dermis.鈥�
Dr Stephens said anatomical images were persuasive because they were perceived to be a true, objective representation of the body.
鈥淲hile most other representations of bodies circulating in the public sphere are recognised to be shaped by cultural values and norms, anatomical images occupy a highly and unusually privileged cultural position,鈥� she said.
鈥淭he technologies used to produce these images are believed to portray the inside of the body in a direct and honest way.鈥�
The commercial world has taken advantage of this perception, with medical imaging commonly used in market research.
鈥淚n neuromarketing, scans of the brain鈥檚 chemical activity are measured as test subjects respond to commercial products,鈥� Dr Stephens said.
鈥淭he results are then read in a way that posits a direct correlation between what these images show and the test subject鈥檚 level of emotional or affective engagement.鈥�
Dr Stephens鈥� project will involve cultural analysis of how anatomical images are viewed by both the medical profession and the general public.
She said she hoped the results were useful to medical researchers, who were under increasing pressure to respond to external criticisms from the public about how it 鈥榮ees鈥� bodies.
鈥淭he increasingly routine practice of screening for fetal abnormalities is one example of this,鈥� Dr Stephens said.
鈥淧atient advocacy groups such as the Deaf Culture Movement and people identified with Down鈥檚 syndrome have recently challenged the medical diagnosis of these conditions as disabilities and questioned their standard treatment by the medical profession.
鈥淎t present, there is no unified framework that enables practitioners to respond to what are often highly individualised patient needs in a consistent and systemic way.
鈥淭his project aims to develop a framework to develop practical strategies for response.鈥�
Dr Stephens also aims to establish a collaborative research network, enabling medical researchers to work collaboratively with cultural analysts.
鈥淩esearch networks serve an increasingly important role in catalysing collaborations across disciplines,鈥� she said.
鈥淭he project aims to demonstrate how an exchange across the humanities and sciences can productively address issues of current concern to both fields of research.鈥�
Dr Stephens was presented with her award at a special ceremony at Customs House on Wednesday, September 22, as part of 鲍蚕鈥檚 annual .
The 麻豆视频 Foundation Research Excellence Awards have been running for 12 years and are an initiative of 麻豆视频 to recognise outstanding performance and leadership potential in early career researchers.
This year鈥檚 awards totaled $910,000.
Media: Dr Elizabeth Stephens (07 3346 9493, e.stephens@uq.edu.au) or Penny Robinson at 麻豆视频 Communications (07 3365 9723, penny.robinson@uq.edu.au)
