September 2019

Background: This analysis examines the discourses within online media that relate to dentistry and oral health, contributing to developing understanding of the underlying social and political contexts that may affect the promotion of oral health. The increased mediatisation of society means that media representations of the dental profession and oral health are of increasing importance. Methods: A search for online media sources relevant to dentistry and oral health was carried out using Google News. Discourse analysis was used to explore online media sources that discussed oral health, the dental profession and dentistry more generally. Results: 171 articles were included, and three overarching discourses were identified from the selected online sources; 1) Power and Professional Status; 2) Advancement of Social Control and; 3) Neo-liberal Attitudes Towards Oral Healthcare. Conclusions: The theory of the social contract provides a conceptual framework to explore the relationship between the dental profession and society, the nature of this is discoverable through analysis of the discourses within online media. Within the sources examined, the dental profession frequently invokes neo-liberal discourses that place personal responsibility to be an important factor in preventative oral health. There was also frequent suggestion of a stronger link between oral and systemic health than is evidenced within the academic literature. Analysis of the media sources examined also suggests that the representations of oral health and dentistry also serve to reinforce the artificial separation of the mouth and the body, with dental services being separate from other healthcare activities. Keywords: Oral Health, Dentistry, Social Contract, Media, Discourse Analysis