(Darling-Hammond, 2009). This leaves many teachers trying to imagine good practice and failing to help students achieve success. Media and the Image of Nursing Traditionally, American advertising “portrays nurses as trusted advisors and capable professionals” (Johnson, 2012, p. 46). Johnson (2012) studied advertising in the post WWII era. Her sample included 266 magazine issues from five mass market magazines. Women that appeared in these magazines were defined as skilled workers. They appeared as symbols of “medical care, hospital cleanliness and of scientific progress” (Johnson, 2012, p. 49). The nurses who were featured in these magazines at this time were typically young white women. nurses were isolated to Ebony magazine, and older nurses were featured in magazines that targeted older women. Nurses in post-war advertising were associated with the care of babies and children. Advertising campaigns featured nurses to promote baby products. Some campaigns such as Johnson & Johnson did not focus on the consumer but rather on the promotion of the product (Johnson, 2012). The role of nursing is changing to meet the needs of patients as they get older and have greater health needs. Male students are recruited to enter this profession and people are now making nursing their second career. Accordingly, the historical view of nursing has changed over the decades. Nursing is no longer seen as a white-dress and hat profession (Johnson, 2012). Carol Rewers (2007) conducted a literature review in her dissertation on the images of nursing. She cites various authors and their perceptions of nursing: According to Kalisch, Kalisch, & Clinton (1982), prime time television represents an important “socializing force" for molding ideas; further suggesting, the pervasive impact of the unfavorable portrayal of the
Students practicing skills Informing Natural Showed what nurses do Action Explained the of nursing Said 100 percent passing rate Reputation of school seems questionable Shows how long to become a RN Involvement Roles of nurses Very informative Talked about journey No minorities Nothing Music Slow Cheesy Written facts Based on the second career institute advertisement, this message was rated with 86 percent strongly agreeing it was understandable and believable. This advertisement had a more positive impact with 75 percent strongly agreeing in its relevance and 86 percent strongly agreeing that the benefits are believable to consumers. Figure 4 depicts the overall results. Figure . Career Institute #2 Community College The community college commercial was catchy in the beginning, but quite confusing because it didn’t seem like a nursing school commercial at all. A young girl saved her brother who fell off his bike and she decides to become a nurse. The message did not connect for many of the students. Table 5 identifies the impact of this advertisement. The participants thought the majority of the advertisement was active, attention-getting, cheerful, creative, energetic,
genuine/sincere, honest, humorous, informative, memorable, natural, pleasant, satisfying, unique, and warm-hearted. Table . Community College Positive Impact Negative Impact Bright colors Voice over Creative Showed how nurses save lives Cheery Acting Made no sense Beginning was confusing More believable No flow No connection to viewer Very humorous Energetic Active, not boring Scene with brother and sister Not informative Irrelevant Didn't seem like a nursing school Didn't get to the point right away Too short Written Based on the nursing features advertised, Figure 5 shows that this advertisement had only 43 percent strongly agreeing it was understandable and having little impact on being relevant or moving a consumer to act on it by applying to that program. Figure . Community College Focus Group Summary
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___Newspaper ___Magazine ___Billboard ___Brochure ___College Website ___College audio/video ___Internet search ___ Twitter ___Facebook ___Instragram ____Tumblr __Pintrest ___YouTube