Many businesses have done it

And finally, the DSM required that the emotional disturbance should be more than simply an exacerbation of an already existing disorder. So scientifically speaking, this is an improvement. We now have a limited number of symptoms, and a high impact on functioning that's required, and the reporting and timing of symptoms have both become very specific. Well, using this criteria and looking at most recent studies, we see that on average, three to eight percent of women suffer from PMDD.

Not all women, not most women, not the majority of women, not even a lot of women: three to eight percent. For everyone else, variables like stressful events or happy occasions or even day of the week are more powerful predictors of mood than time of the month, and this is the information the scientific community has had since the 1990s. In 2002, my colleagues and I published an article describing the PMS and PMDD research, and several similar articles have appeared in psychology journals. The questions is, why hasn't this information trickled down to the public?

Well, certainly the onslaught of messages that women receive from books, TV, movies, the Internet, that everyone gets PMS go a long way in convincing them it must be true. Research tells us that the more a woman believes that everyone gets PMS, the more likely she is to erroneously report that she has it. Let me tell you what I mean by "erroneously." You might ask her, "Do you have PMS?" and she says yes, but then, when you have her keep a daily log of psychological symptoms for two months, no correlation is found between her symptoms and time of the month.

Another reason for the persistence of the PMS myth has to do with the narrow boundaries of the feminine role. Feminist psychologists like Joan Chrisler have suggested that taking on the label of PMS allows women to express emotions that would otherwise be considered unladylike. The near universal definition of a good woman is one who is happy, loving, caring for others, and taking great satisfaction from that role. Well, PMS has become a permission slip to be angry, complain, be irritated, without losing the title of good woman. We know that the variables in a woman's environment are much more likely to cause her to be angry than her hormones, but when she attributes anger to hormones, she's absolved of responsibility or criticism. "Oh, that's not who she is. It's out of her control." And while this can be a useful tool, it serves to invalidate women's emotions. When people respond to a woman's anger with the thought, "Oh, it's just that time of the month," her ability to be taken seriously or effect change is severely limited.

So who else benefits from the myth of PMS? Well, I can tell you that treating PMS has become a profitable, thriving industry. Amazon.com currently offers over 1,900 books on PMS treatment. A quick Google search will bring up a cornucopia of clinics, workshops and seminars. Reputable Internet sources of medical information like WebMD or the Mayo Clinic list PMS as a known disorder. It's not a known disorder, but they list it. And they also list the medications that physicians have prescribed to treat it, like anti-depressants or hormones. Interestingly, though, both websites say that the success of medication in treating PMS symptoms vary from woman to woman. Well, that doesn't make sense.

If you've got a distinct disorder with a distinct cause, which PMS is supposed to be, then the treatment should bring improvement for a great number of women. This has not been the case with these treatments, and FDA regulations say that for a drug to be deemed effective, a large portion of the target population should see clinically significant improvement. So we have not had that at all with these so-called treatments. However, the financial gain of perpetuating the myth that PMS is a common mental disorder and is treatable is quite substantial. When women are prescribed drugs like anti-depressants or hormones, medical protocol requires that they have physician follow-up every three months. That's a lot of doctor visits. Pharmaceutical companies reap untold profits when women are convinced they should take a prescribed medication for all of their child-bearing lives. Over-the-counter drugs like Midol even claim to treat PMS symptoms like tension and irritability, even though they only contain a diuretic, a pain reliever and caffeine. Now, far be it from me to argue with the magical powers of caffeine, but I don't think reducing tension is one of them. Since 2002, Midol has marketed a Teen Midol to adolescents. They are aiming at young girls early, to convince them that everyone gets PMS and that it will make you a monster, but wait, there's something you can do about it: Take Midol and you will be a human being again. In 2013, Midol took in 48 million dollars in sales revenue.  

They are our neighbors and our friends, he said. “They’re people we shop and go to church with, farmers out on the tractor, grocery clerks. They’re people who go to work every morning praying they don’t get sick. No one deserves to live that way.”
Steve is right. That’s why, tonight, I ask every American who knows someone without health insurance to help them get covered by March 31st. (Applause.) Help them get covered. (Applause.) Moms, get on your kids to sign up. Kids, call your mom and walk her through the application. It will give her some peace of mind –- plus, she’ll appreciate hearing from you.
It’s the spirit of citizenship –- the recognition that through hard work and responsibility, we can pursue our individual dreams but still come together as one American family to make sure the next generation can pursue its dreams as well.
Now, I want to be clear here. I'm not saying women don't get some of these symptoms. What I'm saying is that getting some of these symptoms doesn't amount to a mental disorder, and when psychologists come up with a disorder that's so vaguely defined, the label eventually becomes meaningless. With a list of symptoms this long and wide, I could have PMS, you could have PMS, the guy in the third row here could have PMS, my dog could have PMS.
Some researchers said you had to have five symptoms. Some said three. Other researchers said that symptoms were only meaningful if they were highly disturbing to you, but others said minor symptoms were just as important. For many years, because there was no standardization in the definition of PMS, when psychologists tried to report prevalence rates, their estimates ranged from five percent of women to 97 percent of women, so at the same time almost no one and almost everyone had PMS.
Overall, the weaknesses in the methods of research on PMS have been considerable. First, many studies asked women to report their symptoms retrospectively, looking to the past and relying on memory, which is known to inflate reporting of PMS compared to what's called prospective reporting, which involves keeping a daily log of symptoms for at least two months in a row.
Many studies also exclusively focused on white, middle-class women, which makes it problematic to apply study findings to all women. We know there's a strong cultural component to the belief in PMS because it's nearly unheard of outside of Western nations. Third, many studies failed to use control groups. If we want to understand the specific characteristics of women who have PMS, we need to be able to compare them to women who don't have PMS. And finally, many different types of questionnaires were used to diagnose PMS, focusing on different symptoms, symptom duration and severity. To do reliable research on any condition, scientists must agree on the specific characteristics Azureliving that make up that condition so they're all talking about the same thing, and with PMS, this has not been the case.