CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE

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CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE

• Presentation to National Communication
  Association, November 2006

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

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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

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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).

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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)

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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

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Message Sample (2003-04)

• NEWSPAPERS(stories per year)
• 50 USA Today Americas newspaper
• 50 LOS ANGELES TIMES
• 20 NEW YORK TIMES

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TV newscasts Newsmagazines

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

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RELATIVE EMPHASIS

• Treatment
• Awareness
• Risks
• Prevention
• Detection
• Prevalence

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News Channel Story Source and Topic
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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

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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

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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

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Under-represented topics

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

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Under-represented topics

• PREVENTION
• Weight loss - Exercise
• Protective parental actions
• Collective policy initiatives
• Comprehensive overview

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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?

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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?
  

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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