In The Mega-Marketing Of Depression

Depression is a disorder that affects how a person thinks, feels, and behaves and causes said person to feel chronic sadness and loss of interest, which can lead to several different emotional and physical problems. The word depression has different definitions in America, though the definition previously stated is from a clinical standpoint. Depression is considered in America to be a disorder that warrants special attention and care. However, that is not the case in countries like Japan based on the terminology they have for the word “depression.” In The Mega-Marketing of Depression by Ethan Watters, a drug company known as GlaxoSmithKline brought together brilliant minds to help the company understand the people of Japan’s overall attitude

When Americans are feeling depressed, they may seek help from someone outside their household. However, in Eastern countries in general, “Because people in other cultures find social and moral meaning in such community internal distress, they often seek relief exclusively from family members or community elders or local spiritual leaders. The idea of seeking help from a doctor or mental health professional outside one’s social circle has traditionally made little sense” (Watters 518). As stated, Easterners do not normally go seek medical help with depression. Saying that there is “social and moral meaning” to depression also says that depression is something valued and appreciated rather than concerning. In the phrase “community internal distress,” the word “community”perhaps means that the “internal distress” is commonplace in the community that the Japanese live in. The word “exclusively” has a connotation of not letting other people in and pushing them away. This word suggests that outside help isn’t just unwanted, but unwelcomed as well. One cause of this attitude may be because of, ”Buddhist belief that suffering is more enduring and more definitive of the human experience than transient happiness”

Through media, GlaxoSmithKline has been gradually integrating America’s meaning of depression into Japan. For instance, it was revealed publicly that Crown Princess Masako suffered from depression. It was later revealed that she was taking antidepressants for her condition. Princess Masako is an authoritative figure and therefore embodies the customs and practices of Japan. The fact that she was taking antidepressants signalled to the Japanese population that maybe depression isn’t just an emotion that won’t cause any real problems. In addition to that fun fact as an advertisement for depression, “Company marketers quickly reproduced and widely disseminated articles in newspapers and magazines mentioning the rise of depression, particularly if those pieces touted the benefits of SSRIs” (Watters 525). “Quickly” and “widely” imply that the company is anxious and eager to spread the word about depression. “Quickly”implies either acting beyond a normal and sufficient pace or that immediate results are necessary. Either way, both possibilities suggest that the company wants their product on the market in Japan as soon as possible. “Widely” refers to widespread marketing of their product and is a difficult task in a population that doesn’t normally see the necessity of SSRLs. Lastly, the mention