The Corporate Rhetoric of Care and Nurse Identity in Times of COVID-19 A Study of a Johnson & Johnson Nursing Video Through the Lens of Althusserian Theory
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Abstract
This article draws on Louis Althusser’s theory of interpellation to examine the ideology behind the language and images of a web-based video Johnson & Johnson created in 2020. The video promoted the company’s annual “Nurses Innovate QuickFire Challenge”—a grant competition for nurses’ innovations. In our analysis, we found that the video created four main discourses of care: nurses as innovators, technologies as care, nurses as heroic, ministering angels, and Johnson & Johnson as an empowerer of nurses. Building on the positive, but contested, identity of nurses as heroes during the pandemic, Johnson & Johnson’s video connected heroism with technological innovation, enacting a problematic vision of care and nursing identity that figures technological innovation as not only a responsibility but a moral obligation of nurses. Through their sponsorship of research and design work with these nurse heroes and innovators, Johnson & Johnson also bolstered its own corporate identity as a caring supporter and empowerer of nurses.
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