A Content Analysis of News Coverage of Skin Cancer Prevention and Detection,1979 to 2003

OBJECTIVE: To analyze newspaper coverage between 1979 and 2003 to understand how print coverage may affect primary and secondary skin cancer prevention in the US population. DESIGN: Content analysis of 921 skin cancer articles released by the Associated Press during the study period. MAIN OUTCOME MEASURES: Amount of attention given to primary and secondary prevention practices and to risk communication. RESULTS: Media attention to skin cancer has not increased since 1986. Neither prevention (31.8% of all stories) nor detection (24.4% of all stories) received as much attention as treatment (47.0% of all stories). Specific sun protection practices were mentioned infrequently. Dermatologic detection (6.6%) or self-detection (5.5%) of skin cancer was rarely discussed. Risk communication about skin cancer was suboptimal: articles rarely presented absolute and relative risk. CONCLUSIONS: The media pay little attention to skin cancer, and, in general, stories do not contain important educational information. Strategies for generating increased media attention are discussed.