The case of the missing person: Alzheimer's disease in mass print magazines 1991-2001.

Alzheimer's disease is growing in incidence and prevalence in the developed world. Rates have been increasing as populations have been aging. There are still many unknowns regarding prevention, causes, and treatments. The purpose of this article is to analyze the portrayal of Alzheimer's in the highest-circulation mass print English-language magazines published in the United States and Canada over a period of a decade, specifically those for 1991, 1996, and 2001. This research investigates the portrayal of persons with Alzheimer's, the disease itself, caregivers and experts, and the dominant frames or discourses within which Alzheimer's is described. Twenty-five articles from the highest-circulation mass print magazines available in Canada were studied through qualitative and inductive research of both manifest and latent content. One of the most notable findings is the absence of the person with the disease as a person with a voice, with needs and desires. When the disease itself is described it is characterized as fearsome, relentless, and aggressive. Both the unquestioned duty of the individual caregiver and his or her (usually the caregiver is a woman) suffering are emphasized. The disease, its diagnosis, and potential treatments are framed almost exclusively within a medical rather than a political-economy or lifestyle frame. Minimal attention is paid to prevention, early stages of the disease, social support, options for care, or other alternative understandings of issues related to Alzheimer's. The theoretical and practical significance of these findings is considered.