Content Analysis of Coverage of Alcohol Control Policy Issues in Black-Oriented and Mainstream Newspapers in the U.S.

Abstract

We conducted a content analysis of alcohol control policy issues in Black-oriented and mainstream newspapers in the United States from 1993 to 1995, using computerized content analysis methods. The specific purpose of our study was to compare differences in coverage of alcohol control policy issues in Black-oriented and mainstream newspapers. Fifteen Black-oriented and 12 mainstream newspapers were selected and analyzed. The number of policy paragraphs per year and the number of paragraphs in different policy thematic categories per year were examined. Regional differences in coverage of alcohol policy themes were examined for selected policies in mainstream newspapers. We found more similarities than differences in coverage of alcohol policy issues in Black-oriented and mainstream newspapers. Limiting the marketing/advertising and promotion of alcohol products was the most widely covered alcohol control policy issue over the three-year period in both Black-oriented media and mainstream newspapers. There were some important differences in coverage of alcohol policy issues. While economic alcohol policy issues were covered extensively in mainstream newspapers, these issues received far less attention in Black-oriented newspapers. Findings suggest that certain alcohol control policies may have less salience in African-American communities than in other communities.