HJCE 24(1).book(HJCE_A_366642.fm)

Background. The news media provide significant health information to the American public. Although the public turns to and trusts local television news, news about cancer has not been systematically examined. Methods. In this content analysis, we examined 40,112 news stories aired in the 3rd, 25th, 87th, and 150th sized market in the country, all located in the Midwest. Results. In total, 386 stories focused on cancer. News stories about cancer were short and occurred less than once for every 30 minutes of news. The amount of news coverage of specific cancer sites was not consistent with cancer incidence rates. Similarly, the demography of cancer patients featured in the news differed from that in real life. Few stories provided follow-up information. The average story required a 10th-grade education to be understood. Differences across markets were not systematically related to market size. Conclusions. Cancer coverage was scattered and abbreviated. For both cancer practitioners as well as the general public, local television news cannot be counted on as a primary vehicle for cancer information. he mass media play an important role in public health. This certainly is the case with cancer, as the media help increase awareness of cancer risks,1-3 encourage people to undertake routine examinations and obtain medical advice,1 and help people make better medical decisions.4 Several studies 4,5 have suggested that adults tend to obtain most of their information about cancer from mass media channels. In this study, we examined the extent and nature of cancer information in American local television news from an information-seeking perspective, and we provide suggestions for more effective use of mass media in disseminating cancer information.