Public health news frames in North Carolina newspaper coverage of the 100% Tobacco-Free Schools campaign? Sometimes.
OBJECTIVE
News organizations are an important and influential part of the social environment. They identify certain issues by the extent and nature of their coverage. To help explain what public health policy messages may have influenced school policy decisions, this content analysis provides an examination of newspaper coverage of North Carolinas 100% tobacco-free schools campaign.


METHODS
Researchers searched LexisNexis for articles published in North Carolina newspapers between January 1, 2001 and December 31, 2004 that included variations of "North Carolina tobacco-free schools." Researchers then conducted a descriptive analysis of 138 stories from nine North Carolina newspapers (approximately 4% of all the states newspapers) and used page placement and story type to examine the level of importance placed on the issue. Finally, frames for and against tobacco-free school policies were tracked, along with the presence of key messages presented by 100% TFS advocates.


RESULTS
The volume of news coverage changed throughout the study period, with peaks and valleys closely associated with external "trigger" events. In addition, a majority of the newspaper articles did not include key public health messages.


CONCLUSIONS
The results suggest an opportunity for public health experts and officials to work more effectively with local journalists to increase the use (and impact) of public health messages in news coverage of tobacco policies affecting youth.
Morrison
Suzanne DePalma
SD
University of North Carolina at Chapel Hill School of Public Health, USA.
Sutton
Sonya F
SF
Mebane
Felicia E
FE
D002648:Child; D006293:Health Promotion; D006801:Humans; D009524:Newspapers as Topic / Q000706:statistics & numerical data*; D009657:North Carolina; D016134:Organizational Policy; D011640:Public Policy; D012572:School Health Services; D012574:Schools / Q000331:legislation & jurisprudence / Q000458:organization & administration; D000074606:Smoking Prevention