Internet Images of Palliative Care: A Visual Content Analysis
A study published in the Journal of Pain and Symptom Management conducted a visual content analysis of 335 internet images retrieved using the search term "palliative care" across five popular search engines. The researchers found that images predominantly depicted older, dependent patients receiving passive comfort care indoors, often through hand-holding, reinforcing outdated associations with end-of-life care. Age, racial, and gender stereotypes were also prevalent, with patients almost exclusively portrayed as older adults and caregivers predominantly as young women. The authors conclude that more inclusive and accurate online imagery is needed to help reframe public perceptions and encourage earlier engagement with palliative care.
CAPC's Marketing and Messaging toolkit offers resources to help programs communicate about palliative care more accurately and effectively. It includes Palliative Care Photography Guidelines, the blog Let's Stay on Message about Palliative Care, and much more.