We see it while skimming newspaper headlines, watching the nightly news, and, increasingly, scanning our social media feeds: high volumes of conflicting and controversial information about issues relevant to women’s health. Already in 2015, several such controversial issues have occupied media attention, including conflict over childhood vaccination decisions after a measles outbreak in California (Loehrke & Szabo, 2015), resurgence in controversy surrounding the human papillomavirus (HPV) vaccine after a Toronto newspaper published a sensationalist story highlighting dramatic and unproven vaccine side effects (English, 2015), and the release of draft U.S. Preventive Service Task Force (USPSTF) breast cancer screening recommendations (USPSTF, 2015). Although it is well known that the media can have a positive influence on health-related attitudes and behaviors (Ramirez et al., 2013; Redmond, Baer, Clark, Lipsitz, & Hicks, 2010), mass media messages that broadcast conflicting and controversial health information raise the potential for adverse effects. Although there is some evidence that exposure to media conflict and controversy is associated with public confusion, decreased trust in health recommendations, and less adoption of prevention and screening behaviors (Han et al., 2009; Nagler, 2014), this research arena remains underexplored.
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