Shouldn't it be the Austrian-isation of mental illness?
If everybody still bases everything on a couple of guys from Vienna a century ago.
Does Your Soul Have A Cold?
IFC Film Synopsis
2006 | Director: Mike Mills | TVMA
Directed by acclaimed independent filmmaker Mike Mills ("Thumbsucker"), "Does Your Soul Have a Cold?" looks at the impact of exporting American definitions of depression and the use of antidepressants to the ancient culture of Japan over the past several years.
In 1999, American pharmaceutical companies, seeking to expand their markets, helped to create a huge ad campaign to educate Japanese about mild depression. The campaign centered on the slogan "Does Your Soul Have a Cold?" Since then, Japanese awareness of depression has rapidly increased along with rising sales of antidepressants.
"Does Your Soul Have a Cold?" is an intimate and compassionate journey into the lives of five depressed Japanese individuals who decide to take antidepressants. Their personal histories are examined, together with their hopes and fears, ultimately offering an intriguing perspective on the broad socio-cultural issues that are only now being uncovered in Japan.