Studying the news on public health: how content analysis supports media advocacy.
OBJECTIVE
To describe how content analysis of the news assists media advocates.


METHODS
A description of how findings from the Berkeley Media Studies Group's research on how 2 public health issues have been portrayed in the news has informed media advocacy.


RESULTS
For media advocates, the research suggests they make themselves available to reporters, prepare spokespeople representing key stakeholders, and make data available. For reporters, the research suggests they expand sources beyond the "usual suspects," provide context in regular reporting, increase enterprise and investigative reporting, and ask better questions based on epidemiology and risk factors.


CONCLUSIONS
Content analysis can help media advocates pinpoint areas for creating news to advance policy.
Dorfman
Lori
L
Berkeley Media Studies Group, Public Health Institute, Berkeley, CA 94704, USA. dorfman@bmsg.org
D002648:Child; D002669:Child Welfare; D003254:Consumer Advocacy; D006291:Health Policy; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008402:Mass Media; D010565:Persuasive Communication; D011322:Primary Prevention / Q000379:methods; D040241:Social Marketing; D014481:United States; D014754:Violence / Q000517:prevention & control