Mass Media and Medicine: When the Most Trusted Media Mislead

Abstract

The mass media are a pervasive, institutional structure in all modern societies and can profoundly influence health-related beliefs and behaviors. Indeed, several studies have shown that adults obtain much of their health information from mass media. Moreover, classic health communication research demonstrates that mass media may be even more important than interpersonal communication in increasing awareness and knowledge of health issues. Mass media can influence health behaviors and can promote health behavior change. Both the amount and the type of information presented in the media can shape our beliefs, attitudes, and perceived norms, which, in turn, influence behaviors. In addition, the media can influence beliefs indirectly. That is, people also discuss what they read, see, or hear with others and use such interactions to validate their own experiences and expectations. Taken together, these mechanisms lead to significant effects of the media on health care behavior. Given these effects, it is important to know what messages contemporary media are sending about particular health issues. How do the media portray persons with a particular illness? How do the media portray practitioners of relevant health services and medical treatment systems? Is the portrayal more negative or more positive than what scientific studies document? Is a particular illness portrayed in the media as being more or less common than in the real world? Are the severity and types of illness portrayed similar to what is seen in the real world? What is the cognitive, emotional, physiological, and attitudinal impact of these media messages? In the current issue of Mayo Clinic Proceedings, Caspermeyer et al address the importance of studying mass Mass Media and Medicine: When the Most Trusted Media Mislead