Quantitative and Qualitative Content Analysis of Breast Cancer, Heart Disease, and Stroke Media Messages from Local Canadian Media
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Abstract
This study examined media coverage of breast cancer (N=145) and heart disease and stroke (N=39) news articles, videos, advertisements, and images in a local Canadian context through quantitative and thematic content analyses. Statistical analysis (Cramer’s V) revealed significant differences in placement (0.415, p < 0.01), survivors as source of information (0.204, p < 0.01), health agency (0.319, p < 0.001), human interest stories (0.183, p < 0.05), research study (0.177, p < 0.05), risk statistics (0.324, p < 0.001), preventative behaviours (0.347, p < 0.001), and tone (0.647, p < 0.001). Themes for breast cancer revealed a ‘typical’ breast cancer survivor and that ‘good’ citizens and businesses should help the cause. Themes for heart disease and stroke revealed individual responsibility and how fundraising reinforces femininity and privilege. Findings help reveal how these diseases are framed in local Canadian media. These frames may impact an individual’s understanding of the disease.