Content analysis of prime-time television coverage of physical activity, 1970-2001

BACKGROUND: The purpose of this study was to examine how major nightly television networks reported on the health benefits of physical activity. METHODS: A retrospective content analysis of physical activity coverage on four major nightly television networks from 1970 to 2001 was performed. The Vanderbilt Television News Archives were searched for keywords "physical activity," "physical fitness," and "exercise." RESULTS: During the 31-year time period, 111 non-overlapping reports aired on all networks combined. The link between physical activity and health was reported in 53 (47.7%) articles, with general health (n =16, 14.4%) and heart disease (n =12, 12.6%) cited most frequently. Just three broadcasts related to the Surgeon's General Report on Physical Activity and Health were aired following its publication in 1996. CONCLUSIONS: Although the protective health benefits of physical activity are well established, physical activity received a modest amount of television coverage from 1970 through 2001.     

Heavy Sexual Content Versus Safer Sex Content: A Content Analysis of the Entertainment Education Drama Shuga

Extremely popular with Kenyan youth, the entertainment-education drama Shuga was designed with specific goals of promoting condom use, single versus multiple sexual partners, and destigmatization of HIV. Almost as soon as it aired, however, it generated controversy due to its extensive sexual themes and relatively explicit portrayal of sexual issues. To determine how safer sex, antistigma messages, and overall sexual content were integrated into Shuga, we conducted a content analysis. Results indicated that condom use and HIV destigmatization messages were frequently and clearly communicated. Negative consequences for risky sexual behavior were communicated over the course of the entire series. Messages about multiple concurrent partnerships were not evident. In addition, in terms of scenes per hour of programming, Shuga had 10.3 times the amount of sexual content overall, 8.2 times the amount of sexual talk, 17.8 times the amount of sexual behavior, and 9.4 times the amount of sexual intercourse as found in previous analysis of U.S. entertainment programming. Research is needed to determine how these factors may interact to influence adolescent viewers of entertainment education dramas.     

Health information sources of individuals with cancer and their family members

Researchers and practitioners who have sought to understand public reluctance to donating organs in spite of favorable attitudes toward organ donation have long thought that belief in myths about donation contribute to the problem. How these myths emerged and more important, why they have persisted in spite of national education campaigns is not clear. In the absence of direct personal experience with organ donation or transplantation, we believe that most people receive their information about donation through the media. In this study, we identify all entertainment television shows with organ donation storylines or subplots broadcast on ABC, NBC, CBS, and FOX from 2004-2005. Frame analysis reveals 2 competing metaframes: the moral corruption of the powerful and organ donors are good people. In addition to the metaframes, 4 secondary frames, and 6 tertiary frames are identified. Organ donation is framed in mostly negative terms, with a few notable exceptions. Recommendations for how to address negative framing of organ donation in the media are offered.     

Entertainment-Education in a Media-Saturated Environment: Examining the Impact of Single and Multiple Exposures to Breast Cancer Storylines on Two Popular Medical Dramas

In the United States, entertainment-education (E-E) initiatives in primetime television that provide public health information are at risk for diminished impact due to the media-saturated environment in which they must compete. One strategy to overcome this limitation is to use multiple primetime TV shows to reinforce similar health messages in multiple storylines. The current study explores such an approach by evaluating the impact of two separate breast cancer genetics storylines featured on two different TV programs as the result of outreach to writers and producers. These storylines aired within approximately 3 weeks of each other on the popular medical dramas, ER (NBC) and Grey's Anatomy (ABC), and included information about the BRCA1 breast cancer gene mutation and the risks it poses to women who test positive for it. The evaluation used data collected from a panel sample of 599 female survey respondents at three points in time. Results show that while the individual storylines had a modest impact on viewers' knowledge, attitudes, and behaviors related to breast cancer, combined exposure seemed to be most effective at changing outcomes. Implications of our findings for future E-E interventions and evaluations are discussed.     

Mass media family planning promotion in three Nigerian cities

Television promotion of family planning and clinic sites in three cities of Nigeria--Ilorin, Ibadan, and Enugu--played a significant role in 1985-88 in increasing the number of new acceptors at family planning clinics in each city. Family planning skits, prepared with advice and support from the local service providers, were included in existing popular entertainment shows. Questions asked in a recall survey among the exposed population in Enugu and Ibadan revealed that about half of those surveyed in both cities had seen the television episodes. Of those who had watched, 79 and 99 percent, respectively, recalled the family planning messages, and 69 and 88 percent, respectively, recalled specific clinic sites mentioned. Following the media promotion, the number of new clinic clients per quarter in Ilorin increased almost fivefold (in the original clinics evaluated); in Enugu, the number of new clients per month more than doubled; and in Ibadan, the number of new clients increased threefold. Use of entertainment through this "enter-educate approach" is a promising technique that can be replicated in different settings to encourage new clients to seek family planning services.     

Health Information Sources of Individuals With Cancer and Their Family Members

Researchers and practitioners who have sought to understand public reluctance to donating organs in spite of favorable attitudes toward organ donation have long thought that belief in myths about donation contribute to the problem. How these myths emerged and more important, why they have persisted in spite of national education campaigns is not clear. In the absence of direct personal experience with organ donation or transplantation, we believe that most people receive their information about donation through the media. In this study, we identify all entertainment television shows with organ donation storylines or subplots broadcast on ABC, NBC, CBS, and FOX from 2004–2005. Frame analysis reveals 2 competing metaframes: the moral corruption of the powerful and organ donors are good people. In addition to the metaframes, 4 secondary frames, and 6 tertiary frames are identified. Organ donation is framed in mostly negative terms, with a few notable exceptions. Recommendations for how to address negative framing of organ donation in the media are offered.     

Using entertainment television to build a context for prevention news stories

OBJECTIVE. A nationally syndicated television news series called "Following ER" was developed to educate viewers about the health issues dramatized on "ER," NBC's award-winning medical drama. This study investigated the impact of this prime-time link on viewer attention, satisfaction, information recall, and perceptions about the uses and gratifications delivered by a news story. METHODS: A total of 458 municipal jurors participated in a randomized 2 ("ER" tie-in vs no tie-in) x 2 (familiar vs novel story topic) experiment. The four experimental news stories required by this design were developed using footage of previously aired local newscasts. RESULTS: In the case of the familiar topic story, the "ER" tie-in enhanced the attention and satisfaction of viewers. Participants reported that the prime-time link added value by elevating the importance and relevance of the commonplace topic. However, the "ER" tie-in did not generate any beneficial effects when paired with the novel topic story. CONCLUSIONS: Framing news stories about familiar health concerns in the context of television drama represents a viable strategy for legitimizing them as important and timely topics for public consumption and debate.     

Do Mass Media Affect Medicare Beneficiaries’ Use of Diabetes Services?

BACKGROUND: Appropriate secondary preventive care for people with diabetes can reduce complications and premature death, yet many people with diabetes do not get these services. Mass media may influence individual health behavior. METHODS: In 1999, the West Virginia Medical Institute (WVMI) began a long-term radio and television campaign to educate West Virginia Medicare beneficiaries with diabetes about the importance of foot exams, eye exams, HbA1c testing, and influenza and pneumonia immunizations using messages with an "Ask your doctor about..." formula. To assess campaign efficacy, WVMI commissioned a telephone survey of 1500 randomly selected beneficiaries likely to have diabetes in two groups of counties with differing exposure to the messages. The survey asked whether the beneficiary had heard the messages and responded to them, by message topic. RESULTS: Nearly everyone (90%) in both survey groups said they had seen or heard the diabetes ads. However, high-exposure group members were about 1.2 times more likely to recall hearing most messages than low-exposure group members, and were 1.2 to 1.8 times more likely to say that they did what the messages suggested. CONCLUSIONS: Media campaigns with preventive health messages targeted to Medicare beneficiaries with diabetes can reach them and may induce appropriate responses.     

The Construction of Illness on Entertainment Television: Coping With Cancer on thirtysomething

In this study, we use textual interpretation and criticism to examine the year-long fictional portrayal of a personal ordeal with ovarian cancer on the prime-time weekly dramatic series thirtysomething. The analysis revealed seven major themes that conveyed value-laden messages about living and coping with this disease; the meanings of these messages, in turn, contribute to the development of an ideological construction of illness. "Take-home messages" include emphasis on cancer as a disease of the family, the destigmatization of people with cancer, and the centrality of communication as a coping strategy. Issues that were excluded, missed opportunities for health messages, and future policy-related concerns are also discussed.     

“It’s natural and healthy,but I don’t want to see it”: Using Entertainment-Education to Improve Attitudes Toward Breastfeeding in Public

While it has been well established that breastfeeding provides the best nourishment for children, few women achieve the recommended breastfeeding duration. Negative media messages have been identified as one explanation for the lack of individual and public support for breastfeeding. This study explored the influence of media on the knowledge and attitudes of a nearly childless population to ascertain if and how entertainment media can positively impact perceptions of breastfeeding. Using cultivation and parasocial interaction, this research measured entertainment television’s effect on breastfeeding attitudes using randomized-group experiments involving 375 students. Overall, participants generally held positive attitudes but were uncomfortable seeing breastfeeding. Moreover, results indicate that viewing a prime-time television clip that depicted public breastfeeding not only significantly lessened the extent to which participants believed that breastfeeding was a private activity but also improved attitudes and support for breastfeeding in public. This study concludes that more pro-breastfeeding media messages in entertainment media could help create a climate conducive to breastfeeding success.     

The Challenges of Social Marketing of Organ Donation: News and Entertainment Coverage of Donation and Transplantation

While great strides have been made in persuading the public to become potential organ donors, actual behavior has not yet caught up with the nearly universally favorable attitudes the public expresses toward donation. This paper explores the issue by situating the social marketing of organ donation against a broader backdrop of entertainment and news media coverage of organ donation. Organ donation storylines are featured on broadcast television in medical and legal dramas, soap operas, and other television serials approximately four times per month (not including most cable networks), and feature storylines that promote myths and fears of the organ donation process. National news and other non-fictionalized coverage of organ donation are even more common, with stories appearing over twenty times a month on average. These stories tend to be one-dimensional and highly sensationalized in their coverage. The marketing of organ donation for entertainment essentially creates a counter-campaign to organ donation, with greater resources and reach than social marketers have access to. Understanding the broader environmental context of organ donation messages highlights the issues faced by social marketing campaigns in persuading the public to become potential donors.     

The challenges of social marketing of organ donation: news and entertainment coverage of donation and transplantation

While great strides have been made in persuading the public to become potential organ donors, actual behavior has not yet caught up with the nearly universally favorable attitudes the public expresses toward donation. This paper explores the issue by situating the social marketing of organ donation against a broader backdrop of entertainment and news media coverage of organ donation. Organ donation storylines are featured on broadcast television in medical and legal dramas, soap operas, and other television serials approximately four times per month (not including most cable networks), and feature storylines that promote myths and fears of the organ donation process. National news and other non-fictionalized coverage of organ donation are even more common, with stories appearing over twenty times a month on average. These stories tend to be one-dimensional and highly sensationalized in their coverage. The marketing of organ donation for entertainment essentially creates a counter-campaign to organ donation, with greater resources and reach than social marketers have access to. Understanding the broader environmental context of organ donation messages highlights the issues faced by social marketing campaigns in persuading the public to become potential donors.     

Health education in television entertainment--Medisch Centrum West: a Dutch drama serial.

World-wide a number of groups have sought ways to incorporate health messages into television entertainment like popular drama and soap serials. In the Netherlands, the Heart Foundation incorporated its cardiovascular health message in several episodes of a popular Dutch hospital serial called Medisch Centrum West. To obtain greater insight into the impact of this so-called 'entertainment-education (E & E) strategy', an evaluation study was carried out. Medisch Centrum West was both entertaining and informative at the same time. Although viewers were well aware that the programme included a health message, they did not find it intrusive to their enjoyment of the storyline. It was interesting to learn that fans were more tolerant and positive towards the E & E strategy than non-fans. Age, sex and education level explained only 5% of the variance.     

Does MTV reach an appropriate audience for HIV prevention messages? Evidence from MTV viewership data in Nepal and Brazil

In response to the growing numbers of young people affected by HIV around the world, MTV (Music TV), the world's largest television network, has aired a global HIV prevention campaign since 1999, expanding it into a multicomponent campaign in 2002. Questions have been raised, however, about whether MTV is an appropriate channel for these messages, given its provocative content and its reach to those at the upper end of the socioeconomic scale. To address questions about who MTV reaches, viewership data were analyzed from baseline surveys conducted as part of an evaluation of the 2002 HIV prevention campaign. The two sites included in this analysis were Kathmandu, Nepal, and S?o Paulo, Brazil-each with very different cultures and media environments. We found that, in general, heavier viewers of MTV are younger, better educated, and more dependent on their parents, and they have more access to satellite television and the Internet. MTV viewing was associated with positive attitudes toward HIV prevention behaviors (except for abstinence until marriage) but not with premarital sexual activity.     

Development of a smoking prevention mass media program using diagnostic and formative research

The process of developing a mass media campaign to prevent smoking among adolescents is described in detail. This campaign supplements a school smoking prevention program and shares educational objectives with the school program but is otherwise independent. It comprises various television and radio 30- and 60-sec "spot" messages. The campaign development process includes identifying educational objectives and strategies for appealing to young people; conducting diagnostic surveys and focus groups to determine target audience interests and perceptions about smoking and media content; suggesting approaches to producers to create preliminary television and radio messages for testing; conducting formative pretests with target groups to select optimal messages and suggest improvements to those messages; producing final messages for media presentation; and developing a media exposure plan to place messages in local media at optimal times for reception by target audiences. The media campaign is being evaluated in a 5-year project with 5,500 adolescents in four communities to determine the additional effect of mass media over a school program alone in preventing smoking.     

Exposures to atmospheric effects in the entertainment industry

Theatrical fogs are commonly used in the entertainment industry to create special atmospheric effects during filming and live productions. We examined exposures to mineral oil-and glycol-based theatrical fogs to determine what fluids and effects were commonly used, to measure the size distributions of the aerosols, and to identify factors associated with personal exposure levels. In nonperformance jobs in a range of production types (television, film, live theater, and concerts),we measured airborne concentrations of inhalable aerosol,aldehydes, and polycyclic aromatic hydrocarbons, and collected observations about the sites and tasks performed. Both mineral oil and glycols were observed in use on about one-half the production days in the study. The most common effect produced was a generalized haze over the entire set. Mean personal inhalable aerosol concentrations were 0.70 mg/m3(range 0.02 to 4.1). The mean proportion of total aerosol mass less than 3.5 microns in aerodynamic diameter was 61%. Exposures were higher when mineral oils, rather than glycols, were used to generate fogs. Higher exposures were also associated with movie and television productions, with using more than one fog machine, with increased time spent in visible fog, and for those employed as "grips." Decreased exposures were associated with increasing room temperature, with increasing distance from fog machines, and for those employed as "sound technicians." Exposures to theatrical fogs are just beginning to be measured. It is important to consider these exposures in light of any health effects observed, since existing occupational exposure limits were developed in other industries where the aerosol composition differs from that of theatrical fogs.