 | The 131st Annual Meeting (November 15-19, 2003) of APHA |
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| The 131st Annual Meeting (November 15-19, 2003) of APHA |
Kristy A. Davidson, BA, Health Communication Research Laboratory, Saint Louis Univeristy, 3545 Lafayette, St. Louis, MO 63104, (314) 977-4036, davidska@slu.edu, Charlene Caburnay, MPH, Health Communication Research Laboratory, Saint Louis University, 3545 Lafayette Ave., Saint Louis, MO 63104, and Matthew W. Kreuter, PhD, MPH, Health Communication Research Laboratory, School of Public Health, Saint Louis University, 3545 Lafayette Avenue, St. Louis, MO 63104.
Mass media coverage of prevention research has been a big tool in disseminating health information to the public. Various public and private institutions have had a role and responsibility to disseminate health information to the public; however, less is known about the degree to which the media mention these institutions relative to others. In this study, a small-market, local newspaper in southeastern Missouri was tracked from February, 1999 to December, 2002. Articles (n=3695) about tobacco, diet and nutrition, and physical activity were identified and content analyzed, and any institutions listed in the news article were coded. Of 2,077 total institutions mentioned, six major groups were formed: tobacco companies, health departments and other health care providers, universities, political bodies (i.e.,legislature), non-profit organizations, and other institutions. Preliminary findings indicate a vast gap in the amount of coverage of legislative-related institutions compared to other institutions. The legislative group controlled 10.7% of all mentions of institutions, whereas the others comprised less than 7.0% each. In order to make the most of the mass media delivery channel, increased coverage of prevention-minded institutions may ultimately translate to increased coverage of prevention information for the public. By narrowing the gap between the amount of coverage of legislative-related institutions and other health-related institutions, the impact of a media-driven communication message may be increased.
Learning Objectives:
Keywords: Media,
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.