Susan Bell Research was asked by an agency client to analyse the ‘meaning of menopause’ within Australian culture using semiotics, a method with which we are very familiar.

For this analysis, we examined advertising, packaging, new stories, and social media posts about menopause.

We found that women were missing, silent or inactive in most of these representations. This exposes the conflicting messages facing women as they approach and go through menopause.

The various ‘stakeholders’ in the menopause índustry’ (for want of a better word) promoted thier products or services in one of three differnet ways.

1. Women were misssing. Some websites, ads, posts and packs used imagery and language typically found in medical communication. They depicted menopause as a problem that can be solved by science., focussing on the progress being made by scientists in developing treatments for menopausal symptoms. As is typical of scientific semiotic codes, the visual imagery used rarely included people, except in lab coats. The women experiencing these symptoms were missing completely.
2. Women were inactive and silent. Some sites, ads, posts and packs showed people within the natural environment. In two ways:
   • Men who had actively sought to find the ‘ancient wisdom’ of plant-based medicine deep in the rugged natural world and
   • Women depicted in static yoga postures in quiet, rather empty, natural locations. The impression you get is that women are passive and silent.
3. Menopause as mastery. However, a few sites, posts, ads and packs show women as self-reliant and empowered. The main message is similar to ‘you will get through this because you are strong.’

Desk-based analysis like this reveal insights that are difficult to achieve from conventional research.

To find out how semiotic research can benefit your organisation, contact Sue