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In the land of pharma : a qualitative analysis of the reputational discourse of the pharmaceutical industry

(2018) PUBLIC RELATIONS INQUIRY. 7(2). p.127-147
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Abstract
The pharmaceutical industry has been battling a negative reputation and has been confronted with accusations such as putting profits before patients and manipulating clinical trial results. In this study, we focus on how pharmaceutical companies address what we define as the Bad Pharma discourse. Drawing on interviews, press releases, corporate documentation and ethnographic fieldwork, we analyse the main themes that are used by the Belgian pharmaceutical industry to construct its reputational discourse, and we focus on how this discourse is shaped by the Bad Pharma discourse. Our results illustrate that on the one hand, the industry contests the Bad Pharma discourse by generating an alternative discourse. On the other hand, they also partly embrace and reframe this Bad Pharma discourse. This way, current societal debates are entextualised in the reputational discourses of the pharmaceutical industry.
Keywords
corporate communication, corporate reputation, discourse, pharmaceutical industry, qualitative methods, thematic analysis

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MLA
Van den Bogaert, Sarah, et al. “In the Land of Pharma : A Qualitative Analysis of the Reputational Discourse of the Pharmaceutical Industry.” PUBLIC RELATIONS INQUIRY, vol. 7, no. 2, 2018, pp. 127–47, doi:10.1177/2046147X18774588.
APA
Van den Bogaert, S., Declercq, J., Christiaens, T., Jacobs, G., & Bracke, P. (2018). In the land of pharma : a qualitative analysis of the reputational discourse of the pharmaceutical industry. PUBLIC RELATIONS INQUIRY, 7(2), 127–147. https://doi.org/10.1177/2046147X18774588
Chicago author-date
Van den Bogaert, Sarah, Jana Declercq, Thierry Christiaens, Geert Jacobs, and Piet Bracke. 2018. “In the Land of Pharma : A Qualitative Analysis of the Reputational Discourse of the Pharmaceutical Industry.” PUBLIC RELATIONS INQUIRY 7 (2): 127–47. https://doi.org/10.1177/2046147X18774588.
Chicago author-date (all authors)
Van den Bogaert, Sarah, Jana Declercq, Thierry Christiaens, Geert Jacobs, and Piet Bracke. 2018. “In the Land of Pharma : A Qualitative Analysis of the Reputational Discourse of the Pharmaceutical Industry.” PUBLIC RELATIONS INQUIRY 7 (2): 127–147. doi:10.1177/2046147X18774588.
Vancouver
1.
Van den Bogaert S, Declercq J, Christiaens T, Jacobs G, Bracke P. In the land of pharma : a qualitative analysis of the reputational discourse of the pharmaceutical industry. PUBLIC RELATIONS INQUIRY. 2018;7(2):127–47.
IEEE
[1]
S. Van den Bogaert, J. Declercq, T. Christiaens, G. Jacobs, and P. Bracke, “In the land of pharma : a qualitative analysis of the reputational discourse of the pharmaceutical industry,” PUBLIC RELATIONS INQUIRY, vol. 7, no. 2, pp. 127–147, 2018.
@article{8561644,
  abstract     = {{The pharmaceutical industry has been battling a negative reputation and has been confronted with accusations such as putting profits before patients and manipulating clinical trial results. In this study, we focus on how pharmaceutical companies address what we define as the Bad Pharma discourse. Drawing on interviews, press releases, corporate documentation and ethnographic fieldwork, we analyse the main themes that are used by the Belgian pharmaceutical industry to construct its reputational discourse, and we focus on how this discourse is shaped by the Bad Pharma discourse. Our results illustrate that on the one hand, the industry contests the Bad Pharma discourse by generating an alternative discourse. On the other hand, they also partly embrace and reframe this Bad Pharma discourse. This way, current societal debates are entextualised in the reputational discourses of the pharmaceutical industry.}},
  author       = {{Van den Bogaert, Sarah and Declercq, Jana and Christiaens, Thierry and Jacobs, Geert and Bracke, Piet}},
  issn         = {{2046-147X}},
  journal      = {{PUBLIC RELATIONS INQUIRY}},
  keywords     = {{corporate communication,corporate reputation,discourse,pharmaceutical industry,qualitative methods,thematic analysis}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{127--147}},
  title        = {{In the land of pharma : a qualitative analysis of the reputational discourse of the pharmaceutical industry}},
  url          = {{http://dx.doi.org/10.1177/2046147X18774588}},
  volume       = {{7}},
  year         = {{2018}},
}

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