Abstract
BackgroundAlcohol is a Class-1 carcinogen but public awareness of the link between alcohol and cancer is low. The news media is a popular, readily-accessible source of health information and plays a key role in shaping public opinion and influencing policy-makers. Examination of how the link between alcohol and cancer is presented in Australian print media could inform public health advocacy efforts to raise awareness of this modifiable cancer risk factor.MethodThis study provides a summative qualitative content analysis of 1502 articles that included information about a link between alcohol and cancer, as reported within Australian newspaper media (2005–2013). We use descriptive statistics to examine the prominence of reports, the nature and content of claims regarding the link between alcohol and cancer, and the source of information noted in each article.ResultsArticles were distributed throughout newspapers, most appearing within the main (first) section. The link between alcohol and cancer tended not to appear early in articles, and rarely featured in headlines. 95% of articles included a claim that alcohol causes cancer, 5% that alcohol prevented or did not cause cancer, 1% included both. Generally, the amount of alcohol that would cause or prevent cancer was unspecified or open to subjective interpretation. Coverage increased over time, primarily within community/free papers. The claim that alcohol causes cancer often named a specific cancer, did not name a specific alcohol, was infrequently the focus of articles (typically subsumed within an article on general health issues), and cited various health-promoting (including advocacy) organisations as information sources. Articles that included the converse also tended not to focus on that point, often named a specific type of alcohol, and most cited research institutions or generic ‘research’ as sources. Half of all articles involved repetition of materials, and most confirmed that alcohol caused cancer.ConclusionsInformation about a link between alcohol and cancer is available in the Australian newsprint media, but may be hidden within and thus overshadowed by other health-related stories. Strategic collaboration between health promoting organisations, and exploitation of ‘churnalism’ and journalists’ preferences for ready-made ‘copy’ may facilitate increased presence and accuracy of the alcohol-cancer message.
Highlights
Alcohol is a Class-1 carcinogen but public awareness of the link between alcohol and cancer is low
Information about a link between alcohol and cancer is available in the Australian newsprint media, but may be hidden within and overshadowed by other health-related stories
News media typically frames the issues presented, emphasising certain points and omitting others, such that key information may be contested, obscured, unclearly or inaccurately presented, or absent [11]. This can be detrimental to public health messages regarding cancer and alcohol, if such coverage is driven by alcohol companies and other stakeholders who benefit from the public consumption of alcohol, as occurred in the context of tobacco [12, 13]
Summary
Alcohol is a Class-1 carcinogen but public awareness of the link between alcohol and cancer is low. In recent years, raising awareness of cancer risk factors has become an important focus of public health advocacy [6] Some of this has focused on increasing the coverage in the Australian news media of modifiable risk factors that, according to the World Health Organisation, are the cause of 30% of cancer cases: tobacco smoking, a lack of physical activity, low fruit and vegetable intake, having a high body mass index, and alcohol consumption [7]. News media typically frames the issues presented, emphasising certain points and omitting others, such that key information may be contested, obscured, unclearly or inaccurately presented, or absent [11] In this context, this can be detrimental to public health messages regarding cancer and alcohol, if such coverage is driven by alcohol companies and other stakeholders who benefit from the public consumption of alcohol, as occurred in the context of tobacco [12, 13]. Within Australia, the prevalence of newspaper articles promoting alcohol and alcohol consumption has increased, whilst those indicating disapproval of (harmful) alcohol use has decreased, suggesting a shift within the Australian public in the perception of alcohol use overall [10]
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