Mark A. Graves, BS, School of Public Health, Saint Louis University, 3545 Lafayette Ave., St. Louis, MO 63104, 3149774028, gravesma@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, Salus Center Suite 408, Saint Louis, MO 63104.

Heart disease kills more American women than the next seven causes of death combined. Regular physical activity decreases the risk of dying from heart disease, the number one cause of death in women. The media are an important resource in educating the public in preventative measures to fight disease. In this project, we sought to describe the media environment surrounding physical activity, its relationship to heart disease, and messages targeted toward women. Daily newspapers from January, 2002 to June, 2002, from four small-market communities were reviewed and analyzed for any of three topics: physical activity, tobacco, or diet and nutrition. A total of 49,322 stories were reviewed over the six-month period. Of these 49,322 stories, 423 (0.9%) were predominantly about physical activity. Of these physical activity stories, 21 (5.0%) discussed heart disease. However, only 3 (14.3%) of these heart disease stories specifically described heart disease among women. Of the 21 physical activity stories on heart disease, none were written by local staff, nor did they have a local angle. Eighteen of the 21 stories had a primary prevention message, while three of the stories had none. Two-thirds of the stories (14/21) were on ‘Heart Facts,’ published as a public service announcement. However, the size of these articles is very small; most averaged less than one square. Because the media are an influential source of information, health promotion and disease prevention advocates might consider presenting physical activity to media as a way to prevent heart disease, especially among women.

Learning Objectives: At the conclusion of the session, the participant will be able to

• Recognize the severity of heart disease and the prevalence of the disease among women.
• Describe the media's coverage of heart disease issues as they relate to women's health.

Keywords: Media, Heart Disease

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.