Disease mongering, overdiagnosis, and media practices: a critical discourse analysis of sluggish cognitive tempo (SCT) and the motivational deficiency disorder (MoDeD) spoof

This paper explores ways in which the strategic use of discursive and generic conventions has the potential to create a non-existent pathology and mislead the public. This case study compares and examines datasets of different genres (newspaper issue reports, online videos, and Wikipedia pages) dealing with a condition considered as an actual illness (Sluggish Cognitive Tempo, SCT), and another (Motivational Deficiency Disorder, MoDeD), invented as a spoof to raise awareness about disease mongering, overdiagnosis, and medicalization. We evince common language strategies that, irrespective of the genre, can be employed in media discourse, both in the name of genuine medical information and in pursuit of more ethically questionable ends. The methodological tools provided by Critical Discourse Analysis are applied to both the authentic and the hoax texts in order to investigate the media representations of SCT and MoDeD, juxtaposing the ways in which both are framed conceptually, defined linguistically, and popularized to lay audiences. The findings indicate the existence of a common repertoire of lexical-phraseological, rhetorical and discursive patterns that typify the popularization of medicalized statuses and combine to increase the persuasiveness and authority of overdiagnosis, ultimately advancing the case for medicalization with the public at large.