• Bethany Johnson and Margaret M Quinlan.
• a Department of Communication Studies , University of North Carolina at Charlotte.
• Health Commun. 2017 Jan 1; 32 (1): 60-71.

AbstractTwilight Sleep (TS) is an obstetric intervention during which a laboring woman enters a semiconscious state via injection. TS received enthusiastic support in Brooklyn, NY, in The Brooklyn Eagle (TBE) newspaper between 1914 and 1918. The purpose of this article is to analyze the framing of TS in TBE as the most popular obstetric intervention among wealthy, White socialites in Brooklyn during the period. The coverage in TBE prompted a nearly universally positive perception of TS among the newspaper's wider readership. After extensive historiographical research and rhetorical analysis of newspaper coverage of TS in TBE, we discovered a form of framing we call "high-society framing," rooted in both wealth and notoriety. We discuss four possible effects of high-society framing: The first is the ability of high-society framing to attract or repel the public regarding a health care issue, and the second is the impact of high-society framing on public perception of medical interventions, procedures, or pharmaceuticals. A third possible effect of high-society framing is that it can alter notions of necessity, and a fourth is that high-society framing can elicit a tacit acceptance of medical interventions, procedures, and pharmaceuticals, thus obfuscating risk. Finally, we argue that high-society framing has implications for the discussion of health care in present-day mediated discourses.

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