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CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE

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CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE. Presentation to National ... Age of menarche. Age of first child birth. HRT (E P) Note at end of NCI list: ... – PowerPoint PPT presentation

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Title: CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE


1
CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE
  • Presentation to National Communication
    Association, November 2006

2
  • Charles Atkin Sandi Smith MSU
  • Vanessa Ferguson, Eastern Mich U.
  • Courtnay McFeters, NCI

3
Purpose
  • Examine how news media portray breast cancer
  • measuring wide array of content
  • special attention to coverage of
  • -- risks of controllable environmental
    exposures
  • -- preventive behavior

4
Risks and Prevention
  • Environmental risks broadly encompass
    contaminants, pharmaceuticals, and lifestyle
    practices.
  • Preventive measures range from
  • -- individual (avoiding exposure to
    pesticides)
  • -- parental protection (encouraging daughter
    to avoid contaminants)
  • --collective action (supporting initiatives
    to restrict local chemical emissions).

5
NCI Comprehensive List
  • Age
  • Personal history of BC
  • Family history
  • LCIS
  • Gene changes (BRCA1 BRCA2)
  • Age of menarche
  • Age of first child birth
  • HRT (EP)

6
Note at end of NCI list
  • Other possible risk factors are under study
  • effect of diet
  • physical activity
  • whether certain substances in the environment
    can increase the risk of breast cancer

7
Message Sample (2003-04)
  • NEWSPAPERS(stories per year)
  • 50 USA Today Americas newspaper
  • 50 LOS ANGELES TIMES
  • 20 NEW YORK TIMES

8
TV newscasts Newsmagazines
  • 10 ABC -- Peter Jennings
  • 8 CBS -- Dan Rather
  • 6 NBC -- Tom Brokaw
  • 10 TIME
  • 8 NEWSWEEK
  • 6 US NEWS

9
RELATIVE EMPHASIS
  • Treatment
  • Awareness
  • Risks
  • Prevention
  • Detection
  • Prevalence

10
News Channel Story Source and Topic
11
TOP STORIES 2003-04
  • HRT study discontinued
  • British HRT report EP?BC
  • JAMA HRT report EP?BC
  • LETROZOLE effective as follow-up
  • ASPIRIN reduces BC risk
  • ANTIBIOTICS increase BC risk
  • BRCA genes increase BC risk

12
Coverage of Environmental Risk Factors
  • 12 Use Hormones/Estrogen/Progesterone/HRT
  • 6 Use other pharmaceuticals
  • 3 Obesity
  • 2 Exposure to chemical contaminants
  • 2 Eating certain unhealthy foods
  • 1 Exposure to pesticides
  • 1 Lack of exercise
  • 1 Tobacco use
  • 1 Exposure to second-hand smoke

13
Individual Prevention Methods
  • 26 Taking pharmaceuticals
  • 4 Avoiding obesity
  • 3 Participating in exercise
  • 3 Adopting dietary practices avoid
  • certain foods
  • 1 Avoiding environmental
  • contaminants
  • 1 Adopting dietary practices eat certain
  • beneficial foods

14
Under-represented topics
  • RISKS
  • Diet - Obesity Inactivity
  • Pesticides
  • Other Environ Contaminants
  • (esp. localized and occupational)

15
Under-represented topics
  • PREVENTION
  • Weight loss - Exercise
  • Protective parental actions
  • Collective policy initiatives
  • Comprehensive overview

16
Narrative vs. Stats
  • 40 of the stories highlight a personal story of
    a survivor, advocate, or patient while only 20
    of stories include statistical data.
  • Which type of story has the greatest impact on a
    womens behavior?

17
Treatment vs. Prevention
  • Heavy emphasis on treatment news rather than on
    prevention methods with an emphasis on
    chemotherapy regimens.
  • Does this belief in a higher survival rate reduce
    womens likelihood to take preventative measures?

18
News Coverage Perceived Risks
  • MSU surveys BC risk appraisal dominated by
    family history gt E
    contamination
  • reflecting pattern of news coverage of risks
  • Model persuasion strategy
  • -- challenge complacency among women with low
    perceived genetic BC susceptibility
  • -- emphasize urgency to address E risks for
    those feeling vulnerable due to family history
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