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Chapter 23 Professional Identity and Image

Overview

Image: a reproduction or an imitation of something or impression of something

Terms used to describe nurses

Commonly: nice, hardworking, caring, ethical, honest

Rarely: highly educated, bright, powerful, independent thinking, prestigious

Trust and admiration do not necessarily equate to respect

Stereotypes continue to be pervasive

Nursing Stereotypes

Angel of mercy (Florence Nightingale)

Love interest (to physicians)

Sex bombshell/naughty nurse

Handmaiden to physician

Paul Krugman suggestion that nurses perform “menial work dealing with the physical world”

Stern, aged “battle-axe” (Nurse Ratchet)

Male nurse as gay, effeminate, sexually predatory (see Box 23.1)

Contemporary Stereotypes on TV

Carol Hathaway

Abby Lockhart

Samantha Taggart

Grey’s Anatomy: nurses with trivial roles

Nurse Jackie

Private Practice

Question #1

Which of the following terms would most likely be heard when asking the public to describe nurses?

A. Highly educated

B. Caring

C. Powerful

D. Prestigious

Answer to Question #1

Most commonly, the public describes nurses as caring, nice, hardworking, ethical, and honest. Terms rarely used include highly educated, bright, powerful, independent thinking, and prestigious.

Nursing Image on the Internet

Many unprofessional images

Research showing 70% of sites with nurses portrayed as intelligent and educated; 60% as respected, accountable, committed, competent, and trustworthy

Internet as providing opportunities to improve nursing’s image

Ingraining of Nursing Stereotypes

Inaccurate, negative stereotypes well-ingrained based on research

Stereotypes instilled early in life (i.e., gender stereotyping)

By age of 3, most children with firmly rooted gender-based ideas (see Research Fuels the Controversy 23.1)

First graders identifying nursing as a high-status female occupation

By end of middle school, most have minds made up about desirable and undesirable careers

Center for Nursing Advocacy and Truth About Nursing

Center for Nursing Advocacy to address media’s disrespectful portrayal of nurses—dissolved in 2009

Creation of Truth About Nursing

Increase public understanding of the central frontline nurses play in modern health care

Promote more accurate, balanced, and frequent media portrayals

Increase media’s use of nurses as expert sources

Consequences of Inaccurate or Negative Images #1

Recruitment challenges

Limited ability to recruit the best and the brightest

Review of nursing image studies by Ten Hoeve, Jansen, and Roodbol (2014) noted factors determining self-concept of nurses

Public image, work environment, work values, education, and culture

Consequences of Inaccurate or Negative Images #2

Undervaluing by clients, families

Lack of understanding of what nurses do, that they make a difference in patient outcomes

Campaign for Nursing’s Future

Wood (2016) notes that professional socialization is the taking on of the identity, skills, and knowledge that are characteristic of a profession

Question #2

Is the following statement true or false?

One of the goals of Truth About Nursing is to decrease the number of nurses used by the media as expert sources.

Answer to Question #2

False

Truth About Nursing is seeking to increase the media’s use of nurses as expert sources.

Changing Nursing’s Image in the Public Eye #1

No magic silver bullet

Multiple strategies

Active interaction with media

Restriction of “nurse” to licensed nurses

Increased efforts to publicly praise, value nursing

Emphasis on nursing’s unique contribution to patients, health outcomes

Increased involvement in the political processes shaping nursing

Changing Nursing’s Image in the Public Eye #2

Finding voice in the press: changing image in mind of image makers (one of the most important strategies)

Proactively seeking positive media exposure; proclamation of self-worth

Media training for skills and self-confidence (see Box 23.4)

View of relationship with media as symbiotic rather than feared

Accurate depiction in trade publications

Changing Nursing’s Image in the Public Eye #3

Reclaiming the title of Nurse

Title only for licensed nurses

Proactive introductions with full names, RN title

“Nursing out loud”

Dressing like professionals

Positive talk by nurses about nursing (ambassadors for the profession)

Changing Nursing’s Image in the Public Eye #4

Emphasizing uniqueness of nursing

Underscore depth, breadth of scientific perspective

Evidence-based practice, best practice principles

Blending of art, science (caring, curing)

Participating in political arena

Question #3

Is the following statement true or false?

Currently, there is no single strategy that would be effective in changing nursing’s image in the public eye.

Answer to Question #3

True

Changing nursing’s image in the public eye will not be easy, nor is there any magic silver bullet. Rather, multiple strategies are needed.

End of Presentation