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Selling surveillance technology: semiotic themes in advertisements for ageing in place with dementia

Vermeer, Y; Higgs, P; Charlesworth, G; (2020) Selling surveillance technology: semiotic themes in advertisements for ageing in place with dementia. Social Semiotics 10.1080/10350330.2020.1767399. (In press).

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Abstract

Six advertisements were explored that sell surveillance technologies for people living with dementia through qualitative content analysis. Advertisements from the United Kingdom, Sweden, and the Netherlands were analysed to explore semiotic textual meaning and people living with dementia (N = 5) and carers (N = 4) responded to these advertisements. The semiotic themes report a “wanderer” discourse which signals to track people living with dementia, children pets and possessions. Mainly negative representations communicate the dangers of wandering towards younger-female carers, few positive representations show a smiling person with dementia and only one person was represented as interacting with technology. Participants did not understand the advertisements and people living with dementia felt stigmatised. There is a lack of reflexivity when people living with dementia are seen as objects. The reliance on stereotypes targeted at carers with misunderstood conceivable trackers hinders resilience for people living with dementia and implies the continuous stigmatisation that occurs when they are disregarded as human technology-users.

Type: Article
Title: Selling surveillance technology: semiotic themes in advertisements for ageing in place with dementia
DOI: 10.1080/10350330.2020.1767399
Publisher version: https://doi.org/10.1080/10350330.2020.1767399
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Surveillance, safety, technology, dementia, advertisements, discourses
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Clinical, Edu and Hlth Psychology
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Division of Psychiatry
URI: https://discovery.ucl.ac.uk/id/eprint/10104092
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