CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE

Presentation to National Communication Association, November 2006

Charles Atkin & Sandi Smith MSU

Vanessa Ferguson, Eastern Mich U.

Courtnay McFeters, NCI

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

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).

NCI Comprehensive List

1. Age2. Personal history of BC3. Family history4. LCIS5. Gene changes (BRCA1 BRCA2)

6. Age of menarche7. Age of first child birth8. HRT (E+P)

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”

Message Sample (2003-04)

NEWSPAPERS(stories per year)

50 USA Today “America’s newspaper”

50 LOS ANGELES TIMES

20 NEW YORK TIMES

TV newscasts & Newsmagazines

10 ABC -- Peter Jennings

8 CBS -- Dan Rather

6 NBC -- Tom Brokaw

10 TIME

8 NEWSWEEK

6 US NEWS

RELATIVE EMPHASIS

• Treatment • Awareness

• Risks• Prevention• Detection• Prevalence

News Channel: Story Source and Topic

Source Newspapers Magazines Television

Government agency 31% 46% 4%

Medical Expert 77% 75% 61%

Personal cases 25% 12% 46%

Foundation 38% 8% 20%

Corporation 26% 17% 7%

Medical journal 52% 41% 11%

Treatment 35% 25% 43%

Prevention 42% 50% 28%

Detection 19% 8% 29%

Prevalence 35% 29% 27%

TOP STORIES 2003-04

• HRT study discontinued

• British HRT report: E&PBC

• JAMA HRT report: E&PBC

• LETROZOLE effective as follow-up

• ASPIRIN reduces BC risk

• ANTIBIOTICS increase BC risk

• BRCA genes increase BC risk

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 •

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

Under-represented topics

RISKS:

• Diet - Obesity – Inactivity

• Pesticides

• Other Environ Contaminants (esp. localized and occupational)

Under-represented topics

PREVENTION:

• Weight loss - Exercise

• Protective parental actions

• Collective policy initiatives

• Comprehensive overview

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 women’s behavior?

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 women’s likelihood to take preventative measures?

News Coverage & Perceived Risks

• MSU surveys: BC risk appraisal dominated by family history > 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