Providing Hope or Assigning Blame? Healthism in Print Media Portrayals of Dementia Risk and Responsibility

Media representations often imply that dementia is preventable through lifestyle choices, potentially blaming individuals for their condition. Crawford's ideology of healthism outlines this form of responsibilisation. Our thematic discourse analysis of focus group discussions demonstrates how different stakeholder groups interpret print media messages differently, with prevention messaging that promotes health behaviours among the general population, simultaneously felt as stigmatising those already affected by dementia. Participant discussions almost exclusively focused on individual-level risk factors (e.g., diet and genetics) rather than population-level modifiable risks (e.g., air pollution and education), reflecting current print media and policy framings. It is worth noting that while participants saw their own/their loved one's dementia as unpreventable, they viewed other cases, especially vascular dementia, as preventable through health choices. Our analysis shows how healthist ideals especially stigmatise specific dementia diagnoses, highlighting where healthist messaging may be particularly harmful. We recommend that media outlets and policymakers emphasise population-level interventions alongside individual actions, and avoid language implying personal responsibility for developing dementia. Our analysis demonstrates how Crawford's healthism is relevant for understanding media representations of dementia, as well as highlighting some much-needed changes.