The impact of the popular media on cosmetic dentistry

Abstract

The popular media's influence on social norms with respect to people's appearance is likely to have played a part in the recent growth of cosmetic dentistry.

Aims: This study was designed to investigate the manner in which the popular media have affected the perception and delivery of aesthetic dentistry in New Zealand.

Methods: A nationwide survey was posted to a random sample of 600 general dental practitioners (GDPs) requesting sociodemographic details and information on the types of aesthetic dental procedures provided and the demand for those. Information was also sought on GDPs' awareness of television programmes and reality "makeover" television shows (such as "Extreme Makeover") covering issues related to aesthetic dentistry, together with the impact of such programmes (and that of different print media) on their patients' perceptions of, and demand for, aesthetic dentistry.

Results: The response rate was 81.2 percent. A majority of participants perceived an increased demand for tooth whitening (77.8 percent) and veneers (54.8 percent) subsequent to the airing of those television programmes, with 85.2 percent reporting patients mentioning "Extreme Makeover" in relation to aesthetic dentistry. Some 56.8 percent believed that patients had higher aesthetic expectations subsequent to the airing of that programme. An increased demand for tooth whitening was reported by more female than male GDPs, and also by younger practitioners and those who were practising in larger centres. Similar patterns were observed with respect to GDPs recommending tooth whitening for patients. Women's magazines were ranked by GDPs as having the highest impact on patients' perceptions of aesthetic dentistry.

Conclusion: The popular media (especially television) appear to have had an impact on the demand for various aesthetic dental procedures in New Zealand.