Corporate Rhetoric of Care and Nurse Identity in Times of COVID-19: A Study of a Johnson & Johnson Nursing Video Through the Lens of Althusserian Theory.

This article critically examines the corporate rhetoric of Johnson & Johnson and its impact on nurse identity during the COVID-19 pandemic. The authors argue that while Johnson & Johnson claims to empower nurses, its messaging actually reinforces a neoliberal approach to healthcare and promotes a marketized version of nursing care. The article analyzes a specific Johnson & Johnson video that presents nurses as innovators and explores the underlying ideologies and motivations behind the company's messaging. It highlights the need for critical analysis of corporate health rhetoric and its influence on healthcare professions. The article also discusses efforts to challenge stereotypes and negative cultural views of nursing, and introduces a six-point heuristic to analyze corporate rhetoric and its influence on individuals and professions. The analysis focuses on Johnson & Johnson's video promoting a grant competition, highlighting themes of nurses as innovators and technologies as care. The video presents a vision of nursing that aligns with the company's goals and reinforces patriarchal notions of care. However, it fails to acknowledge the challenges faced by nurses during the pandemic and portrays racial dynamics in healthcare in a problematic manner. The video also simplifies nursing care and positions Johnson & Johnson as an empowerer of nurses. The article argues that corporate intervention in healthcare professions should be challenged to protect public healthcare. The sources mentioned in the article discuss various topics related to gender, technology, healthcare reform, and health activism. [Extracted from the article]