October 2009 - Hot Topic

The Influence of the News Media on Health – Implications for Public Health Practice

by Phuc-Nhi Phuong 1
Picture of Phuc-Nhi Phuong.

The news media can play key roles in health behaviour change. The media are gatekeepers for disseminating information in society and thus can have an effect on establishing social norms of behaviour. The news (television, internet, radio and print) are a primary source of health information for the general public and as such can be used as an intervention for health behaviour change. Studies suggest that news media reports are the main source of most parents' information about health problems (Danovaro-Holliday 2002).

There are numerous pathways through which news exposure may affect health outcomes. Interest in health topics, preferences, and skills for processing health-related news can impact the degree to which news affects a person's health (Atkin 1990). At the behavioural level, health practices may not change dramatically in response to a single media exposure, however may help to stimulate the discussion of health topics, the seeking of more information, and social networking that can influence the actions of others (Atkin 1990).

News media can have short or long-term effects on health behaviour. For example, an event such as a celebrity illness can generate substantial news coverage capable of producing temporary changes in health behaviour (Stryker 2003). Nancy Reagan's announcement of her breast cancer was widely reported by the news media in the United States in 1987 and the Centre for Disease Control noted a change in mammography use before and after her cancer announcement (Lane 1989). A more gradual effect of news coverage on behaviour usually relates to the quantity of news exposure over time and results in changes in population-level behaviour (Stryker 2003). For example, long-term effects of news media can include indirect pathways, such as policy implementation, or via change in social norms.

The relationship between news media and health outcomes should not be discussed without consideration of the dynamics of the two professional domains of media and public health. There is known disparity between what gatekeepers (news reporters, journalists) believe to be newsworthy and what health practitioners believe should be disseminated to the public. News media frequently ignore the broad societal issues that are often more significant to public health, in favour of more interesting personalized stories about individuals. News media are also criticized for inaccurately portraying scientific findings (i.e. portraying minor advances as breakthroughs). Also, many concepts in public health are broad and relate to the societal, political, and environmental determinants to health, resulting in a level of complexity that is difficult to convey in the short time and length that a media message is delivered.

This resulting imbalanced relationship calls for greater efforts by public health. The public health sector needs to think of new ways and create new methods of health communication that cater to the media needs. Media advocacy is one discipline that can help in overcoming the unbalanced relationship between public health and the media. Media advocacy involves the strategic use of media to shape public opinion, mobilize community activists, and influence decision makers to create a change in policy (The Health Communication Unit 2000). It can be used by public health to ensure the quality of health reporting, as well as the frequency and the method of reporting. The slant that events related to health receive in the news media may depend in part on how the major advocacy groups rally around the issue (Pierce 2001). Media advocacy can be included in any health promotion strategy. It would also be beneficial for public health agencies to develop news management strategies. This plan would assist with responses to the magnitude of questions from the general public, and in ensuring the dissemination of timely and consistent health information.

 

 

References

[1] Danovara-Holliday MC, Wood AL, LeBaron CW (2002). Rotavirus vaccine and the news media, 1987-2001. JAMA; 287(11): 1455-62.

[2] Atkin C, Wallack L (1990). Mass communication and public health. Sage Publications, USA.

[3] Lane DS, Polednak AP, Burg MA (1989). The impact of media coverage of Nancy Reagan’s experience on breast cancer screening. American Journal of Public Health; 79(11): 1551-2.

[4] Stryker JE (2003). Media and marijuana: A longitudinal analysis of news media effects on adolescent’s marijuana use and related outcomes, 1977-1999. Journal of Health Communication; 8: 305-28.

[5] Pierce JP, Gilpin EA (2001). News media coverage of smoking and health is associated with changes in population rates of smoking cessation but not initiation. Tobacco Control; 10: 145-53.

[6] The Health Communication Unit (2000). Media Advocacy Workbook [PDF]. The Centre for Health Promotion, University of Toronto, Canada.

 

 

1  Phuc-Nhi Phuong is a member of the first graduating class of the University of Waterloo’s Master of Public Health Program.