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first realization of the imprint any stimulus leave on our data processing. A well
assembled media plan has potential to condition collective perceptions, by altering
those of its individual members. Thus, reality itself can be manipulated, given that we
modulate the stimuli that trigger sensory perceptions.
Communicators use different media types to provide the materials for target audiences
to take ownership by creating their own experience and narrative. Individuals weave
the fabric of their beliefs with each perceptual or intellectual stimulus they process:
from listening to music, seeing an advertisement, to honoring intuition, it sews and
sets their ideas into place, reinforces emotions, and validates their belonging to
society.
The media has power beyond what any media consumption tool can quantify. Each
media vehicle can be smartly driven to challenge, bend and in some cases, deconstruct
the paradigms that build any societys cultural status quo. At the very least, it will
trigger a need to question, to see things from different angles, to seek answers beyond
those already predetermined by cultural discourse.
Our choice of media tools is of key importance to reach the right people, at the right
places, at the right time. However, collective paradigms must not be overlooked: they
strongly shape our perceptual filter and data processing. Right below our threshold of
awareness, this ongoing process fuels our biases, opinions and judgments. We
succumb to paradigms, often because we know no other way to belong or function.
This paradigmatic validation permeates politics, religion, and science- including
Medicine. In corroding its pledge to Do no harm; it is particularly true for Psychiatry.
As more technology allows further delving into brain structure and its function,
research consistently demonstrates genetic and biological deviations in illnesses such
as Manic Depression (Bipolar Disorder). Medical treatment seems to prevent more
scars on brain matter, as seen in comparisons of untreated vs. treated brains. The
Suprachiasmatic Nucleus (brains biological clock) also shows variances in the
CLOCK and TIMELESS genes, possibly causing the reduced need for sleep
characteristic of bipolar mania: the distinct feature of this disorder. Although its
mechanism is not yet elucidated, the genetic modification in research studies always
triggers manic behaviors corrected by lithium. Environmental factors can and do alter
epigenetics (gene expression) for some people, given a traumatic event or series of
events is pervasive enough.
Unlike mainstream culture promotes, treatment doesnt always equate the symptom
relief they ubiquitously display. This ideology erases the smaller percentages of
unresponsive patients from societys threshold of awareness. These ill people dont
exist in our culture, or within general medical narrative. There is no space for them in
the paradigmatic hegemony!
Therefore, patients fit one of two arbitrary archetypes: Untreated, or Treated. The
latter, by default, lead productive, fulfilling, successful lives. This notion keenly
executes struggling medicine compliant patients, as well as high-functioning (and
symptomatic) treatment resistant individuals.