The image of the nurse on the internet

The media image of the nurse is a source of concern because of its impact on: recruitment into the profession; the decisions of policy makers who enact legislation that defines the scope and financing of nursing services; the use of nursing services by consumers; and the self-image of the nurse. This article reports on the results of a study of the image of nursing on the Internet utilizing content analysis methodology. A total of 144 Websites were content-analyzed in 2001 and 152 in 2004. Approximately 70% of the Internet sites showed nurses as intelligent and educated and 60% as respected, accountable, committed, competent, and trustworthy. Nurses were also shown as having specialized knowledge and skills in 70% (2001) and 62% (2004) of the Websites. Scientific/research-oriented, competent, sexually promiscuous, powerful, and creative/innovative increased from 2001–2004 while committed, attractive/well groomed, and authoritative images decreased. Doctoral-prepared nurses were evident in 19% of the Websites in 2001 and doubled in 2004. The results of this study suggest that there are important opportunities to use the Internet to improve the image of the nurse.