Featured Alzheimer Fest: New Ways of Communicating Disease in a Complex Society

Paper Presentation in a Themed Session
Giulia Alonzo  

The research explores the intersection between cultural festivals and Alzheimer’s disease, examining whether these seemingly disparate realms can converge. Festivals are public celebrations that foster community and shared experiences, as articulated by Richards (2017) and supported by the concept of collective mental states described by Giannini (2020). This study investigates whether an Alzheimer Festival can serve as a platform for enhancing understanding and reducing stigma surrounding the disease. The theoretical framework integrates Event Studies, emphasizing how festivals can create communal bonds (Getz 2009; Alonzo & Ponte di Pino 2021), and theories related to the communication of illness. Previous studies indicate that caregivers often experience isolation and loneliness due to the stigma associated with Alzheimer's (Hung et al. 2021; Bolland et al. 2015). The research seeks to determine if a festival focused on Alzheimer's can shift narratives and foster community among caregivers. Methodologically, the study will employ an ethnographic approach featuring participant observation and semi-structured interviews, with data collection occurring between September and October 2024. Ultimately, the research seeks to answer several critical questions: Can festivals change social representations and combat stigma? Is the festival a venue for advocacy? What roles do various participants play, and how might their interactions at the festival influence caregivers' well-being post-event? This study contributes to an understanding of how festivals can impact the communication of serious illnesses like Alzheimer’s, facilitating connections and support within affected communities.