Medical journal covers--an analysis of gendered images and how these might influence best practice.

ABSTRACT

BACKGROUND: Images convey a concept or message to their audience. In medical communications, social expectations and stereotypes can be transferred through language, images and practices just as they can in the lay press. Most medical journals utilise images on their front covers, with the aim of enticing readers to open the journal. OBJECTIVE: This article explores the use of image on the covers of two medical journals. It investigates the concepts of gender and the patient-doctor relationship used in these images through a content analysis. DISCUSSION: While the images investigated are engaging and sometimes amusing, we explore meanings beyond our engagement as a viewer. The discussion focuses on the need for promotion of best practice, in words and pictures, to model best professional practice.