Created on 22nd May 2009
Leading cosmetic surgeon Mr Jan Stanek takes a look at the role the media plays in the cosmetic surgery industry...
The power of the media is, without any doubt, far reaching. They can make you or break you. In cosmetic surgery it is the case, as in other fields. Practitioners in this field feel that it is important to have a good and close relationship with the media because they alone can inform the public as to what is happening in the field and what they can expect. However well intentioned practitioners may be, the true picture they want to portray may be spinned out of all proportion, just as in politics, to convey a different picture, often misleading.
Although it is easy to blame the media for painting a picture of their own design, often different from that intended by the provider, the blame lies primarily at the door of cosmetic practitioners and their representative bodies. They themselves have the power to provide, or not, the information requested. In other words, there is too much eagerness to supply information without ensuring that this will be passed on without distortion or spin.
Hunger for information about the cosmetic industry is insatiable. Some organizations use it to promote themselves by passing on negative information about competing organizations and individuals without acceptance of their own failings or inadequacies. The media in these cases clearly act as conspirators. After all, any new is good news, whether it is to the detriment of others, deserving or not.
Clearly not all is well. The aim of media reporting on cosmetic surgery should be fair and informative to leave the public with a balanced view of what is going on. The public are the recipients of often invasive procedures for psychological benefit, if all goes well. That cosmetic surgery is beneficial, if properly carried out, is without doubt. Its outcome depends on proper selection and good application of the craft of surgery and, above all, patient expectations. The best surgeon in the world, choosing a patient with high expectations, will fail even before he/she puts knife to skin. Naturally, it is important that the surgeon paints a realistic picture so that the patient does not expect the unattainable.
This is where the power of the media becomes apparent. Sensationalist reporting of new procedures excites the public into believing that what is new and innovative is good, at the expense of old and established procedures. It is far from the truth. Over the last 20 years only a handful of truly innovative and significant procedures have made the mark. Yet, there is a continuous flow of new and revolutionary procedures being reported on in the media. Many of these are useless and some, positively harmful. Yet, it does not seem to be of interest to the media; after all it makes the news.
What is then to be done to achieve fair representation of cosmetic surgery?
First, and foremost, is a professional approach by the reporting practitioners and their professional bodies. No one has the moral and practical superiority over everyone else. We should all be humble and accept the failings and successes of others without reservation. Superiority over others is a delusion.
The aim of the media and cosmetic surgery practitioners should be a balanced and non-sensational representation of the current state of affairs so that the recipient of this message can form an informed view and make a safe choice.
CS&AM
Jan Stanek, a Fellow of the Royal College of Surgeons (FRCS), is considered to be one of the leading surgeons in his field.
Jan is frequently called upon by the media to advise on cosmetic surgery and most recently has featured as the consultant surgeon in the popular Channel 4 series 10 Years Younger and is appearing at 10 Years Younger Live at Earls Court 3-5 July.
For more information on Mr Stanek, please visit www.surgicalaesthetics.com
