Abstract
BackgroundThe mass media has enormous potential to influence health-related behaviours and perceptions. Much research has focused on how the media frames health issues. This study sought to explore how journalists in Australia select and shape news on health issues.MethodsThe study involved semi-structured interviews with 16 journalists from major Australian print, radio and television media organisations reporting on avian influenza and pandemic planning. Journalists, including reporters, editors and producers, were interviewed between October 2006 and August 2007. Thematic analysis was used to draw out major lessons for health communicators.ResultsJournalists routinely attempted to balance different, sometimes competing, aims amidst significant operational constraints. They perceived the most trusted sources on health issues to be respected and independent doctors. Specialist health and medical reporters had a more sound technical knowledge, channels to appropriate sources, power within their organisations, and ability to advocate for better quality coverage.ConclusionsAn awareness of how to work with the media is essential for health communicators. This includes understanding journalists' daily routines, being available, providing resources, and building relationships with specialist health reporters.
Highlights
The mass media has enormous potential to influence health-related behaviours and perceptions
Many health and medical scholars and professionals would agree with those doctors and news commentators who recently stated that the media fails health services, and that the structural limitations on news production made “evidence based journalism” a “forlorn hope” [10,11,12]
The journalists were senior with a median of 14.5 years in journalism
Summary
The mass media has enormous potential to influence health-related behaviours and perceptions. The mass media - print, television, radio and internet - has an unparalleled reach as a communication mechanism [1]. It has substantial power in setting agendas, that is, what we should be concerned about and take action on, and framing issues, that is, how we should think about them [2]. Others have proposed strategies for increasing news coverage of significant health and medical issues [9]. It is well recognised that the mass media, especially its traditional components, print, television and radio, is in many ways a poor vehicle for the communication of scientifically accurate information about health and medicine, prone to sensationalism, sins of omission, and sheer inaccuracy. Many health and medical scholars and professionals would agree with those doctors and news commentators who recently stated that the media fails health services, and that the structural limitations on news production made “evidence based journalism” a “forlorn hope” [10,11,12]
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