Asthma Has a Branding Problem

What’s the first thing that comes to mind when you think of someone with asthma?

Is it the nerdy hypochondriac from It, Eddie, who found out years later his inhaler was fake?*

Is it Carl Wheezer, the suspender-clad nerd from Jimmy Neutron?

Or maybe it's the constantly short-of-breath Stevie from Malcolm in the Middle?

I think of all of these things… because they are all characters I was compared to while being bullied by my elementary classmates for needing to make a trip to the nurse for my rescue inhaler.

As a lifelong asthma sufferer, it always made me uncomfortable to see how regularly the illness was used as a trope for weakness, nerdiness, or social awkwardness. It is especially strange given the high prevalence of the disease in the United States.

According to the Centers for Disease Control and Prevention, approximately 25 million people in the U.S. have an asthma diagnosis. Yet we continue to portray it as something to be mocked and ashamed of rather than accepted as a widespread, life-threatening condition. This is, in part, due to our need as a society to be able to see the physical symptoms of suffering before we acknowledge its legitimacy.

This may seem like a relatively harmless example of discrimination but think of it as an analogy for anything that makes us different: race, gender, sexual preference, you name it. How can leaning into, or fighting against, these preconceived roles affect how they are viewed and treated by society?

In this article, I aim to shed light on the negative effects of these stereotypes and highlight the importance of accurate portrayals of asthma and other invisible illnesses.

Media Stigma and Impacts

Asthma has historically been depicted in the media as a limiting factor, hindering characters from participating in certain activities, pursuing certain careers, and achieving their goals. In many instances, characters with asthma are shown as targets of bullying or ridicule, reinforcing the idea that asthma is a weakness or a hindrance rather than a common and manageable condition.

These stereotypes can have a significant impact on individuals with asthma. Feelings of shame, self-consciousness, and reduced self-esteem are all too common when society paints asthma as a symbol of weakness or limitations.

The Danger of Mismanaging Symptoms

In a 2014 study on asthma management in children 8–10 years old, most students were afraid to take their medication in front of their classmates due to a fear of being teased, bullied, or misunderstood. This shame is a dangerous and potentially deadly learned behavior, born of prejudice against those with serious medical afflictions. Unfortunately, this perception does not improve when children outgrow the schoolyard.

The negative connotations associated with the diagnosis are one of the largest contributing factors for increased social anxiety, decreased disclosure of the illness to others, and altogether denial of the disease. Carriers may ignore or downplay serious symptoms in an attempt to avoid embarrassment and social rejection, choosing to risk more serious reactions.

If a Tree Falls Ill in a Forest

Asthma is just one example of a condition with an obvious societal stigma attached. It is also one of many illnesses that are not immediately apparent unless one is actively experiencing symptoms (deemed “invisible illnesses”). The burden of these illnesses is compounded by the fact that symptoms are not obvious to the outside observer.

The prevalence of such conditions is likely much higher than statistics show, which is partially due to the costs that come with disclosure. While not reporting the diagnosis may prevent a person from being discriminated against in some ways, it also prevents them from receiving social and medical support that may improve their condition as well as their quality of life.

The lack of disclosure of an illness can also have a negative impact on its medical and political visibility as a whole. Keeping quiet about illnesses and their causes may allow them to fall out of the public eye; resulting in lost funding for educational resources, affordable treatments, and potential cures.

The Power of Positive Representation

The nerdy asthmatic stereotype has been popularized and reinforced by the media for decades. Media often overlooks the physical and emotional challenges individuals with asthma face on a daily basis, focusing instead on comedic moments or drama. By perpetuating stereotypes, the media fails to capture the true essence of asthma and the resilience it takes to manage the condition effectively.

Education and awareness are key to combating the stigma surrounding asthma. Media plays a crucial role in shaping public perception, so it’s important for creators to portray asthma responsibly and accurately. By highlighting the realities of asthma and dispelling misconceptions, we can create a more informed and empathetic society.

Accurate and empowering portrayals of asthma in the media can make a real difference. By showcasing characters who embrace their condition and still overcome challenges, we can challenge misconceptions and offer a more realistic view of asthma.

Call for Change

As a person who was diagnosed with asthma at a very young age, I can attest to the bullying, judgment, and social anxieties that come with having a chronic illness. I can also attest to the very real societal assumption that I am less than capable because of my condition. I hope to use my own experiences to foster the understanding that everyone has differences and they are not anything to be ridiculed for or ashamed of and encourage the application of that type of compassion to all aspects of life.

None of the discrimination or rejection described above is unique to asthma diagnosis, nor is it just a perceived issue. Spreading awareness and reducing the stigma around health conditions will likely result in increased self-management, public understanding, political attention, and quality of life of carriers. By decreasing the shame surrounding illness, we can begin to foster a better understanding of the struggles of others.

Let’s encourage media creators to portray asthma responsibly and highlight the strength and determination of individuals with asthma. Together, we can break down barriers and create a more inclusive society that celebrates the true spirit of those living with asthma.

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