The development of nursing profession over the years cannot be overstated. Hoeve et al. (2014) argue that innovation and education have been critical drivers of the professionalization of nursing. Thus, nurses ought to be viewed as professionals who hold a wealth of knowledge. This can be exemplified by the development of nursing guidelines and protocols, amongst other aspects. In spite of these advancements, the profession still suffers from numerous stereotypes. Majority of these stereotypes have negative implications for nurses. The media is to blame for the advancement of these stereotypes ( Hoeve et al., 2014; Donelan et al., 2008; Takase et al., 2006; Gordon, 2005 ). For instance, in media platforms such as films, newspapers, novels and TV shows, nurses are shown at the bedside, attending to patients and undertaking somewhat routine and repetitive tasks. As a result, these images depict nurses as being the doctors’ handmaiden ( Hoeve et al., 2014). The media's depiction of nurses has a significant impact on their public image and perception. Firstly, the nurses' public image and their professional image do not match. Secondly, nursing is not recognized as an autonomous profession. Lastly, the public is unaware that nursing is both a scholarly and a theory-based profession (Gordon, 2005). Since nursing is belittled by even highly respected media platforms, the public does not appreciate nurses as both lifesaving and highly educated professionals. Therefore, despite the efforts made towards professionalization of nursing, the media has not acknowledged the skills accrued by nurses but instead has influenced a skewed public perception of the profession.
Depiction of nurses in the media
The key determinants of the image of nursing are the perceptions of nurses and those of the public towards nursing. Currently, perception of nurses towards nursing differs from the public perception of nurses ( Hoeve et al., 2014). This skewed public perception is driven by stereotypes and misconceptions, most of which are as a result of the distorted representation of nurses by the media ( Donelan et al., 2008; Takase et al., 2006; Gordon, 2005). For instance, media is to blame for advancing the stereotypical view of the nurse as an angel of mercy. The same applies to the image of a nurse as a battleaxe, doctor’s handmaiden and a ‘sexy’ being.
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The public perceives nurses as being caring and feminine individuals as opposed to being essential and independent healthcare providers. Even though the image of nurses in adverts changed significantly in the 20 th Century, the representation of nurses as angels persists. Likewise, while early movies depicted nurses as romantics, sex objects, and self-sacrificial individuals, they are portrayed as self-confident and strong professionals in recent films. In other instances, nursing is represented as having limited careers opportunities. Thus, owing to media-fueled stereotypes, the public image of nursing is inconsistent and varied.
Internet sources have shown nursing as being educated, intelligent, accountable, respected, competent, committed and trustworthy ( Kalisch et al., 2007). Others have portrayed them as having exceptional skills and knowledge, while others have described them as being creative, powerful, sexually promiscuous, and research and scientifically-oriented ( Kalisch et al., 2007). Kelly et al. (2012) cite that on YouTube, nurses have been portrayed as being skilled knowers and doers, sexual playthings and as witless and incompetent individuals.
Impact of the media-generated image on nursing profession
The image of nurses as being competent, intelligent, educated, committed and accountable amongst other positive attributes impacts on their job performance positively ( Takase et al., 2006). As a result, the nurses whose perception of the public image is more positive compared to their self-image are more likely to record a slightly negative job performance. This is in comparison to those who perceive their self-image as being more positive compared to their public image. This is driven by the fact that the public has a high expectation of the nurses.
Negative job performance is inevitable if nurses perceive themselves as not being able to meet the public expectations of them (Gordon, 2005). Likewise, if the peoples’ expectation of nursing care is too high, the nurses are more likely to be pressured or stressed. Ultimately, this results in low performance. On the other hand, stereotypes are likely to threaten the nursing profession. Owing to stereotypes, nurses may fear that their performance will confirm the negative stereotypes. This may cause stress, leading to lowered performance and job satisfaction ( Hoeve et al., 2014).
The role of nurses in enhancing a positive media image
To a significant extent, the public image of the nursing profession is fanned by nurses' invisibility. Likewise, it is driven by how the nurses present themselves. In this regard, the public perception of nurses and nursing is influenced by ineffective communication. Therefore, to enhance a positive media image, nurses should communicate to the public about their professionalism frequently and effectively. They should also make what they do more clear to the public. While caring for patients is an integral part of nursing, the nurses should show the public that it caring goes beyond being at a patient’s bedside. This would help correct the image of nursing as portrayed by the media. Likewise, nurses should use such platforms as social media to educate the public about their profession (Kalisch et al., 2007).
References
Donelan, K., Buerhaus, P., DesRoches, C., Dittus, R., & Dutwin, D. (2008). Public perceptions of nursing careers: The influence of the media and nursing shortages. Nursing Economics , 26 (3), 143.
Gordon, S. (2005). Nursing against the odds: How health care cost cutting, media stereotypes, and medical hubris undermine nurses and patient care . Cornell University Press.
Hoeve, Y. T., Jansen, G., & Roodbol, P. (2014). The nursing profession: public image, self ‐ concept and professional identity. A discussion paper. Journal of advanced nursing , 70 (2), 295-309.
Kalisch, B. J., Begeny, S., & Neumann, S. (2007). The image of the nurse on the internet. Nursing Outlook , 55 (4), 182-188.
Kelly, J., Fealy, G. M., & Watson, R. (2012). The image of you: constructing nursing identities in YouTube. Journal of Advanced Nursing , 68 (8), 1804-1813.
Takase, M., Maude, P., & Manias, E. (2006). Impact of the perceived public image of nursing on nurses’ work behaviour. Journal of Advanced Nursing , 53 (3), 333-343.
