Content analysis of comments posted on Australian online news sites reporting a celebrity admitting smoking while pregnant.

Abstract

More than 12% of Australian women who gave birth in 2012 reported smoking during pregnancy. Smoking during pregnancy may be under-reported as a result of negative societal attitudes towards pregnant women who smoke. This study sought to identify the extent and nature of online news readers' reactions to online news stories reporting Australian celebrity Chrissie Swan's admission of smoking while pregnant, and whether any smoking and pregnancy health information was included. Quantitative media content analysis. Readers' comments posted online in response to Australian online news stories and blogs reporting that Chrissie Swan had admitted smoking while pregnant were coded for inclusion in one of two categories: (1) opposing the judgement of Swan or (2) supporting the judgement of Swan. These comments were then grouped into seven frames. Comments that reflected the readers' own experiences of smoking during pregnancy and the inclusion of any helpful health information were also assessed. Comments that were critical of the judgement of Swan were most frequently found. Specific health facts and quit smoking advice rarely featured. Common frames were 'against making moral judgement' and 'smoking in pregnancy is wrong or harmful'. The lack of comments addressing the misinformation about smoking and quitting during pregnancy suggests a potential role for public health practitioners in future smoking and pregnancy communication programs. The increase in the number of Australians participating in online communities and blogs provides the opportunity for capacity building and resources to enable a proactive and rapid public health response to media opportunities.