Abstract
BackgroundSkin cancer is an increasingly important global public health problem. Mass media is a key source of skin cancer information. We examined how media coverage of skin cancer has changed over time as a consequence of the release of a key public health report from the International Agency for Research on Cancer (IARC) in 2006, which linked ultraviolet (UV) radiation from indoor tanning and skin cancer.MethodsA directed content analysis of skin cancer and tanning coverage in 29 popular North American magazines (2001–2012) examined reporting of skin cancer risk factors, UV behaviors, and early detection in article text (n = 761) and images (n = 1267). Chi-square and correlational analyses were used determine whether coverage changed in relation to the 2006 IARC report.ResultsThe total volume of articles about skin cancer and tanning increased modestly after the IARC report (χ2 = 4.57, df = 1, p < .05); however, key IARC report messages (e.g., avoid indoor tanning, UV as a risk factor) were no more likely to be reported after compared to before the report. There were virtually no changes in the percentage of coverage for both risk factors and early detection information over time. There were some changes in the percentage of coverage about UV behaviors after the IARC report, but these variables were not directly related to the report. Magazines were more likely to encourage sunscreen use (χ2 = 11.55, df = 1, p < .01) and less likely to promote the tanned look as attractive (χ2 = 9.72, df = 1, p < .01) after the IARC report. It also became less common for magazines to promote sun avoidance (χ2 = 6.82, df = 1, p < .01) and use of sunless tanners (χ2 = 7.46, df = 1, p < .01) after the report.ConclusionsDespite a modest increase in volume of coverage post-IARC report, key messages from the report were not taken up by the media. While there have been some improvements in magazine reporting, there is a need for more effective dissemination of public health messages about skin cancer and tanning.
Highlights
Skin cancer is an increasingly important global public health problem
While these studies make important contributions to knowledge about mass media reporting on skin cancer and tanning, research gaps remain: there has been no research on North American magazine coverage on skin cancer and tanning since 2006; prior studies typically focused on a limited number of publications; and the timeframe analyses were not linked to major public health reports or decisions
We developed a codebook based on skin cancer risk factors, prevention guidelines, and screening information set forth by the American Association of Dermatology, Canadian Dermatology Association, American Cancer Society, Canadian Cancer Society, the World Health Organization (WHO), and the International Agency for Research on Cancer (IARC)
Summary
Skin cancer is an increasingly important global public health problem. Mass media is a key source of skin cancer information. We examined how media coverage of skin cancer has changed over time as a consequence of the release of a key public health report from the International Agency for Research on Cancer (IARC) in 2006, which linked ultraviolet (UV) radiation from indoor tanning and skin cancer. Researchers found there was no change in the frequency of articles focusing on UV protection issues in Australian news media between 2001 and 2012 and an increase in articles focusing on sunbed issues between 2001 and 2005 [15] While these studies make important contributions to knowledge about mass media reporting on skin cancer and tanning, research gaps remain: there has been no research on North American magazine coverage on skin cancer and tanning since 2006; prior studies typically focused on a limited number of publications; and the timeframe analyses were not linked to major public health reports or decisions
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