Health Promotion Through the Media: Challenges and Opportunities

Abstract

Aim: The world is changing from day to day, developing new tools of communication. The greatest tool developed in the 21 st century is the media. Media provides news of all kinds, including health information. The aim of this study is to describe the role of media, analyzed according to the case study of swine flu news in newspapers in Turkey. Method: This study seeks to examine the way in which swine flu (and the subsequent actions and discussion) was reported in the Turkish press, with particular attention to the framing devices used and the factors that might influence these framing decisions. Newspapers were chosen to represent the media as the design of the study. Influenza-related news for two consecutive years was chosen as the analytical subject; 575 related news reports were found. Results: There were 496 news reports in the first study year, and 50 in the second. Influenza news occurred primarily (300 news sources) between October-December 2009, while only 14 appeared during the same period in the second year. It was observed that the news pieces were initially located on first pages/covers and the upper part of the pages, covering larger areas. Disease and prevention related pictures were chosen at the crisis point, in particular. In the second year, the area occupied by swine flu news was smaller, occurring on inner pages and written by reporters (p<0.05). Conclusion: Health-related media content is provided when the subject is high on the public agenda, and if the issue poses a threat to the society, such as during crisis periods. In fact, protection is more important for health, so that health related topics should be provided in advance of crisis periods. KeywordsHealth; News; Communications Media; Newspapers; Pandemic