t DOCUMENT RESUME . . -AD 207 054. CS 206 49

_Rress Responsibility for Health : Beyond Precision and Toward Prevention. PUB.UATE .Aug B1 NOTE 23p.; Paperprelieiteci at the Annual Meetingof the Associatid'for Education in (64th, East Lansing, MI, August B-11,'1981).

EDRS\PitICE AF01/PC01 Plus "Postage. DESCRIPTORS Content Analysis; *Health; Journalism; gournnlism ... Education;- *Media Research; *Medipine; *; 0 *News Reporting IDENTIPTERS *Media Role

ABSTRACT In addition to investigative' and interpretative 0 reporting, night adopt a nOw approach .to the news-.- preventive journalism. Preventive journalism would concentrate on' news and information that cquld be used to prevent crises and conditions upon,which the massvmedia thrive. In one areas public health, preventive journalism coula.be used to emphasize ways to prevent ill health, causes' of various health.problelot.and waysrto preTent the costs .of dealing with .th4se pro11eis after they become crises. To determine if this .preventive approach to health news coverage wag being, used, a-content analysis waeconauctet of nine issues' of a.large daily Texas . The results showed that health news stories usually dealt with'te odd, the spettacular° and conflict andcontroversy.In addition, health relatedstorm'sel4om appeared on the first page of the newspaper, indicating that preventive attitude vas not yet visible in news reporting.46' ) r

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* ' 'from the original document *********************************************************************** c, s US. DIPMTMIXT QC EDUCATION --MAMMAS-INSTITUTE OF EDUCATION EDUCATIONAL RESOURCES INFORMATION - CENTER !FRIO, 4 tTM dowry* Ns bawo reorodutal /mond from *re **rum Or ofpncrsoon-41t 4,re I `origtostog brio rounomhr.* boo* *Ws to *avow t reorolicaal ;pigmy 'MSS DIVISION 61. PO** Of WOW of Corrol ill rr shi *ow- 6 ( ovol do /*x mom** roman' official An pop** *1 takY r;' Alit : e PRESS RESPONSIBILITY POR HEALTH NEWS: BEYOND PRECISION A N6 TOWARD PREVENTION

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By

4.

Gene Hurd Associate Professor

411 4P 12,9ppartmentDepartment of :lournalism .University of Texas

"PERMISSION TO REPRODUCE THIS MATERIAL HAS BEEN GRANTED BY

II r Gene_Bir_d

0

TO THE EDUCATIONALRES OURCES INFORMATION CERTER (ERIC)."

. 1. . .1( Presented to the Mass Communications G Society ivision, Association for Education in Journalism, AnnualContention, Michigan State University, -East Lansing, Michigan, ugust 194. . ' A I

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Introduction "pre-: She recent adoption of socialsdiefice research methods for teaching

cisionlournalisel represents efthird major evolutionarystep in teaching

journalistic reporting. It follows the secondsEate of "inte6rAqtive report-

extenainsto 1977, and that was preceded bythe "primitive - . 'ing" beau ..in 1932 and : w*), and their related journalism" Of the "five We" (,who,what,, when, where and 2 pyramid style. , instinctive guideline of the"nose'for news" and the inverted

"Pr ecision journalism ", or "PJ", as -,it is now knownin, journalism education . computers, circles, borrows thesocial.scientist0; tools such as polls, statistics,

the "Why" ' surveys and experiments.,"Interpretative reporting" dwelled more on into_specialtial such as.arine:(beiond and extended into the "how"of news events coverage), and into mere policereporting, politics (beY6nd more government 4 ' business, finance, labor,religion and science. o * A the dro approaches have Various refinements ana extensionsand mixtures of , L with greater emphasis oncourts and use . appeared in "public affairs!" reporting . . . recently, the emphaaib . racordm,3 greater "in- depth" reporting and'mOre of public . . techniques to gat "inside" On governmental wrong-doing and special reportorial . : . 3

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Yen 2

. One refinement of "precision", "in- in the form of "investigativerei&org". , . terpreta tive end l'inve.stigative" approaches was to acid participafit observation 0 . 5, . / * NO . and useoffsocial'indicators. # ..g. A fourth possible innovation stage could be the use of urban community

functions to replace the building and place orientation of news gathering first,

6 . suggested in the 19698, and\combined with the borrowed notions of systems

: c., , analysis and the concepts in preventiVe and holisticmedicine.?This would An- ),'i voice possible new definitions of =unity and communications. and the notion . . . that journalism and communications would not be separated from people, luethey

. . .111+ , . : would be participants with 1renter control over theircommunicationesystem, as 4 preventive and holistic me4cine encourages for physttalhe4th:, . . . ',....,/ "14-3" might well follow the earlier "primitive"A.nd "precision" models by

adding "preventive journalism". It would concentrate on news and information . % that could be used to prevent crises and conditions upon which the mass media

. . -,,, thriVe. News would ,be "nutrition"i topreventthe "disease" of violence and

... confrontation, and the "illner".and1 "autopsy", which sooften still &dints . - traditional news concepts in the primitive news storkdfoimula: "Haii'many dead\

. $ a . tells the story ?" Indeed, the ultimate news beat 0 the traditional sense. is . , , ..

the end of the world, which is frequently a first mock dto;ry forjournalism'stu6 I

. , . 1-: ' . . t dents tb write. Mrs is defined its death and disaster, breakdown an collapse, , . . . . .

whether in the form of obituaries (the model for the basic news story), orin' 0

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, . ; ,; . auto acZidents'or,w8rs. .,/ 4 . .)' Since the honored "estates" nourish and .thrive, on crime (the iaw);,on fear ...... ,...N ,-- ,

. . . , (the church); and on Isease (the doctorS), need it follaw'that a "fourth estate" r .' . prosper on communication overlbad and cataclysm? "Preventive journaliim" would

. - , - encourage morefeedback (as in biofeedback), greater autonomy, of individuals and . 1 commun4ty (as in self - healing), and emphasis, on the surveillance and "Del" (dis- . . ,

, . . capacitiesof ,themedia to prevent future'probleMs. tanto . s 1 I 1 *4 4 s ,..' A t )

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"PJ-3" would utilize the process of deganizatiOn to re-organize '

and news- gathering techniques;and to explain and interpret the news. Basic

transportation, economip urban, community functions like structure,design, .

base, human relations? political order,health, leisure, information-education,

and the natural environment would bediet as a pens' ective to select and inter-

prat news, anct.to sharpen editorial perception and skills.

Concept for Consumers

The focus of preventive journalismwould be to identify issues snd prob-

lems before they become crises, which are thenconsiciiiked115es. Readers would

be provided with information to resolve conflictsand disputes and dilemmas

before they become mere news autopiies. In a word, if preventive journalist

worki, then journalism which.exploits would eventually go out of business,although

that is aboptas likely as the end of sin and didhasefoi the other professions.

This idea involves changing several perspectives injournalism. It would . mean a shift in focus and emphasis form a "nosefor news" to a "head for news", \. as journal4ets would know subjects' better, aswell as tdchniques. Reporters

obvious; to be civic detec would be trainedito discover rather than to record the . r / . tives, critics and experts involved in civic detection, ratherthan civicclerks 0 . 4 taking dictation. e , s

. , . . . ( still take a perspective from authority at the top,and have

done so unit "consumers" (of goods via ads)demand ed accountability on the use and realiability of thO product and information delivered.Signs of citizen \ and consumer feedback would be encouraged andcultivated as reporters assessed

the performance of public and social rvices with "report -card",reporting and

anticipatory y journalism, in which the media would become moreconscious of the 0 impact and consequences of formation and accept that social responsibility

that ponies with the distribution of media content. s 5' e 'A

4 4 Too often. journalists think theirrepsoni.!9ility ends with their,service

1 'j""' as a chronicler and canmunit bulletinboard. Frequently, the n press folk wisd of media-- fluty4utY issein as merely themercise of/themech anics and

-being watchdog Or med dog) at city -hall`and egging asAdisinterested, dbjec-, ,

participant and agenda tive observer, despite e power of the prima as a power

setter in the community, media In this respectcitizens might be informed re about how the

both news and community funs% tl.dns,just as consumer- - establishment.relatesto

wise citizens now more fully understand howthe medical, legal and religious ti professionsinter-link self and publicinterests. The potential in this area

seems boundless in th, functionalAreasalreadycited: how the press covers

transportation and promotes freeways which areessential to reportefst commuting

and delivery of newspapers; how the media arepollutants through waste paper and

communications overload in general; how conflict amongminorities and the .4 intself is tied to the enter- _majority crea Saleable conflict news; how media -

taindent it publicizei and to the government ofwhiCh it is sometimes a part. 11,

Preventive, oui:nalism could help Peopleunderstand that the media are a As long awmass partf the system and not beyond teir control orcontact. of medimessages flow in oge,directionfrom authority and pbwer, the mass of a mass - poop are vulnerable to manipulationand are acted upon'as consumers ti- content. prod pTioahict ather than as producers of their own communications

jotirnal- t-yourself" madil attempt'' axe signs of.theapproach of preventive i against "mass-come, and the ism. TIIP'rise of ,the reaction . .e masimaiket. enceof localism are pot4n4al, threats tothe power of the . boosting ofth4/- pelatedto this is a needed ge in focus from media 0. City of.iife to the quality of We."Liggeris betiek", "more is good"!

I. . - and the role of the press as a localchamber of commerce should be changed to , \tide-offS and costa of med -concern Witt'the implications of growth, the

, 6 5 ... .t JC i . , .; deveXopment, the needs of people as cccaredto then otions of producers, and

is a nen- the possiae'alternatives. Much of the information in mass'media A . 't a cotic turning,audiences and readers intovicarious participants outside anyrdal . * community upon whiChthey might have impact.

4. Change Mental Focus

Preventive journalism would not eradicate or disregard mosttraditional

.. mechanical techniques, tricks or tips, but would use 'them in new andimagina-

tive `rays to change the mental focus ofjournitlists. In the older, primitive

journalism, the exercise of the trade, the beat as a place,and the event me

the happening, all placed emphasis on the media themselvesand sourcesand the 5 producers of content.In preventive journalism, the perspective would be onis- a. sues and fund s, not on place; on processesand problems, rather than on 11 mere events;onsubstance and content of news rather than op sources;_and on

those who receive rather than on those who Send it out.

Essential to the cone of "11.7-3" is theidea that news must'not obscure

the truth: news must make sense andbe.usUabler and the'people must be proAded

with not only alternatives, but possible solutions, and thechance to match and

comparethe media's picture of their world with their own experience. To pridge

this gap, reporters should be trained to know subjects asmuch as techniques and

to.rely less on the truth of "He said and more on "These are the fadts and .

the truth as I have discove ed them". $

Tke continued idblati n of the, journalist from the'reality of community

for readers and viewers must be discouraged. The White House and Big Cities

may be the place for power and specializationand success for theprofessional

media, but the public in the hinterland may beneglected.As in medidine, re. , r ligionand the law, the needs of the profession may not coincidewith the needs . .+ of those presumably served.Inawhole individual in a whole community may be ye,

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be lost as readers knowof far -away forgotten and natural_bedyfiefenses may I community may be limited places and remain helpless.tThe knowledge of local Problems may be solved despite the chance to use andact upon thatinformation. that the challenge from a distance, but as inhomeopathy, the media might note . outside:I for preventivejour nalism is the patient, not the cure from . knowledge of the problems The volume of mass media contentmay not enhance journalism involved (as some might sayof Viette and Watergate),' but preventive might both increas aimed at the personalized,humanistic needs of'people lar . mediLand knowledge and help solve problems. Somehow, the vast technology of alone bay not'create even the moresophiiticated socialscienoe(techniques oome out of community the communications communityneeded unless

1tissues and issues. communications science ( Since the possibilityand.desitability of a perfect \ functional systems of accemnulity may serve is open to question, the several how to get the massand spa. s a theory of community. The .crucial problem Is

cialized Media to fully representthepluralistic' and multi-centered community

, is a-need for a re-focus onthe image of of interests. In this repect, there for moreinfoi-mation community from downtowns to othercompeting centers; a need 4

and press revelation of what ' before decisions are made onCommunity problems; and experiments. others have tried, what hasfailed and what succeeded'in cases functional areas, with Hews degrtmentalizationalight be tried in the divisions and that pewswad: is proper balance for newscontent which crosses booster imagery provide of general public interest,Although sports and civic ty_of_interest-might be cultivated-and much of this today, a new common

--dePartMents-exist4-butt'as-in medicine, developed.The dangers oiipe journalist would still'serve a purposeas long the "gpa. or general assignment in both content and'typesof as he is aware ofthe needs for specialization

community. 8 . . 1( PreventivejournallemlouldPe marked by more use ofcritics of community

development, greater use of series ansections andspeci alpages onCommunity

problems andfunctions. Journalists would be expedted to "know" before writing,

rather than depend on operation of journalistictechniques to automatically *I

reveal issues.A theot of community, like a theory of thebody, would precede

Observation.-

The need for this additional "PJ-3? stage is partly due tothe other stpges

being somewhat technique-oiiented.Social science and investigative skills

are essential to the diagnosis,, butthe progposis may require it knowledge and

capprehensibn ofthe total organism.All the focus on the competentcollection

of informAilon cannot bring Life to a community any morethan can life-support

medical systems when the brain dies in the body.

Training Before Practice

Are =Immunities supplied with information to preventdeterioration and 7 death?What signs are there of eyfdence that preventivejournalism is being

taught in journalism education or being practiced in thejournitstic profes-

°ion?

. A look at how news oe health and nutritionis cove ;ed might be a logical

place to detect any analogy,metaphor or usage of preventive health and pre-

ventive medicine-techniques.

Journalism educators concerned about preparingjournalists for health com- . munication might be reminded that fewjoutiolisn schools emphasize medical and' ...

hegLI.Jleurnalism, 10 althoughmedical writers organized nearly 30 yearsago,11 . .

that science writing developed, in the 19;0'8,12 anda recent survey of 109daily . 411 . % . J.-, areasfoundthat 96% of the newspapers in'the 75 most populatedU.S. metropolitan c.

papers have one royorter who covershioalth and medicine either full or part- . ....-- 13 time.

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Before any evaluation-of how the press covershealth, it might be useful to examine.how teachers trainjournalists in this area. Jourhalism teachers seeking texts withguldence,in this specialtywill.find that advice on how to 14 report health has not changed much -from the textsof 30 or more years ago. I . , Basic texts especially" ' still emphasize illness,deaths, and accidents rather than health, and -obituaries andhospital beats are used as tools for

training general reportirs and ae a and supplxof news. is dwell

On which phrases -to use for causes of death (from, of, orafter); the cm

for the extent of illness -(brief or lengthy); and thesocial taboos on mention - 15 of venereal diseasei-tAncer.mental illness andsuicide.

Young reporters are taught the mentality of thebuilding-place and dis-

aster beatevents rather thanissues.16 One textbook writer admits that the

police, fire and hospital beats are "ignoring the narrowfields", but argues

. a 1/4 that "People areinterested in,'trodble'--deaths, destruction,crimes, fired, .

Lxplosions,crashes. ---Suchevents makenews because weare accustomed t9

normalcy, and thank heavendisasters are the exception mother than therules".,

On health, one leading text suggests"intensity" (death) and "extensity"

(numbers, who die) as "factors of magnitude" in selecting news ( "flow many dead

tells the story", is an ancient maxim.) The same authors noteunder

their category of "Illness, Deaths, Funerals" that newsis "heightened by

prominence, novelty, consequence, human interests-and even Penflictu.18

inzdepth texts place healthis ' Even the Acre advanced, interpretative, . the context of spot news on police and hospitalbeats, which means "other re-

porters obtain feature stories...aboutinterestingoperations and treatments

and about remedies developed by the researchIf physiciani..."19 The leading

interpretative-reporting text of the last half-century placeshealth under

"Illness and Death" along withphitharies, suicides, accidents and disasters.

It does caution against medicalsensationalism and calls foi qualified mental

10 (

ealth-rreixrrters-antmed4r.al-coliimni-by-experte,hut health is notunder science, 20

, The press which includes weather, energy,Jspace'and the natural environment.

is seen as a more conduitfor.medical'auihorities. Thus, "Newspapers ,provide

the adila whereby health officials adVide the public, on such m$*ersas threats

. presenCe of to purity' of the water supply,probable heat prostration and the dangers.21 _epidemic diseases"...since readers"appreciate being warned of the . While There4are signs of hope; for training medical and healthjournalists. >. , $ of death if it is onenew text suggests that obituaries emphasize the cause . w the death-is of an aged . accidental,_but emphasize the person'sbackgroundif It urges coverage or ill person, the textdoes embrace "ConFumerreporting"..

. health departments' ratings on of the actionsof regulatory agencies,.e0 reporting" (helping% clean restaurants, othermarketplace.practices, "service 4 purchases).22. people buy); and "criticalreporting" (assessment of their One recent.text urges thatsocial science..echnigiles, participantobsevef, of communityhealth.23 and health recordanalysis to all used to improve coverage health specialty comes in. The most progressiveadvancement in training in this 4 medical reporting move farbeyond mere reports on patient a text suggesting that _ a. . q . advancements in conditions, hospital and, otherhealth organizations activity, and

1 24 health and science.

that of mentalhealth , In the two areas of scienceand medical reporting and duties25 for what might be called the health and social welfaie,they suweit six

writers, . . ---

. . 1) PragaaticAdviceabout-everyday life.' 2) Guidance on publicissues. 3)-Help-in-evaluating_36relationship betweeen science,technology,I . . . and society. . and-hOw they' 4) Help the public knowand understand-human-services can be utilized. 5) Examination of the performanceof officials responsible forthose

services. . 6) Utilization othe contentof the health fieldto cover larger social problems.

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cis-appear-useful_to_evalUste_Mesq coverage ofhealth and nu-

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' . trition; .

Another set of standards for assessing mediaperformance in this subject . .. / . - , # by tra area is provided by looking at contentto see if it can be categorized . '26 ditional treatment of medical newsy . 1) Elqborate, "gee ;Aim* accounts of spectaculardiscoveries and dra- matic new surgical techniques and incipient new cures. 4.

2) Medical and flealth oddities,, "man bites dog"and "whew" news.

3) Controversies, costs, todflicts over money,mmlpracticq, wages of hospital personnel, illegalities,orises,Of epidemics. 1 gf Stories that deal with preventive medicineand the underlying problems of 27 public heilth tend to be rare, and practical,prigmati6 everyday advice on

how to,prevent ill health is less commonthan news of an ex poet factollatute.

Tho focus of such "preventivejournalise.could be press emphasis on causes . , of problems, on ways,to prevent the costs ofdealing with problems after they

pecome crisep, and on the supply ofinformation for readers, viewers and .

litteners So that they can use it to solve their ownProblems rather than have

/ r5 cthe, media cover, themafterward.28

Purpose and Method of Study . A

This study is an attempt to examine health coveragein.a large metro-

4 politan community where there is extensivemedical specialization in'the health c . . i . ,''' . . community snd'where the size of the media[ would likelysupp-ort specialized l' .

. .

coverage. , . , .' ,..decided to use* Texas newspaper in one ofi itslarge cities since ___Itwas

Nirvey of medical ieporting bn state dailiedrevealed.thattwo4hirdD of 13

dailies m?spondinq have a staff medicalreporter. rive of the eight spend 1001

. of their time on health,andnd of those, two are in Houston, thqstate's largest

. 4 . city and location of its major medicalfaCilities, and home of'the stle's . .... \ 4 . a 1 largest daily, the llousionChronicle:29 ,. .', \.c, .... ., . 12 ... e , . 1 to. *

# k A ti . m r 1.6 4' , nejspaper.A period . ,I.,The year of 479 wasclot:en as then to monitor the . - One was ajKay 1 study vn wastpickedinbetween two major reports onhealth. 4 A t e soci,a1:4iSintegtiqn An Houston's mental heilth indicating a "nervous bteak- . - ... S ... 4 '30, J release of "The eral's Report. " down. ,Another was an end of ul -t) .. .. - . - . -.. PrOMotion and.pisesse Prevention", which, ChronicleChrocle itself said .- An Health . .. y / . I . a ' through s.kmaing rhad indicated that iyaericans"are killing,theiseives needlessly -,1---7- .ip. , - t ., .1 . .. f , ... , diet preventable acoidents".31 , . .., .' drinking,' poor- and ' ' ...- - , . i . .. health: "Mimi. The study suggested six ways Americans couldimprove the . 1 .. lra . 1 , . . rechictions in excess nation of cigarette .smoking'reduction of alcohoimieuse, caloriestperiodic tests'for majordisordc;rs, and adherence *ospeed law, and . , - 02 if they . ,....-it has beeputged that the media be monitored to see of seatbelte. s .4 , s . s ' . infort4tion togelp them solvesuch problems before are providing individuals . . 1, s . . . . i - theyntedexpensive care irce4governmeit or privatemedical programs. The Sunday The month of July 19 ?9,wa).chosen ioi.4stiidy Of the Chronicle. idered suit- issues (400,679circ.) and the7hursday *sues ( 17,324) were 4. 'able beCaude there is tore likely spacefor., ties bbyond spoenews, and, Thursdays when reader tiroe..to f eflect on health,eatters ona 'weekend and on

the paper p es food sections whengraety'ada are carried. .4` ..,4.4 . issues*(5 Sunday and 4 Thursday) was All hem news content in nine H Ae' ic't to see if it fit Auto one ofthe therecategories: clipped . , , . .. /;., Spectsoulai/"CoatiChim" news; 2) Oddities of medicine and health;and33:-Con- .1) 4 .0 t, . . . a unlikely or lees troversies /conflict/crises. What did not fit was to be the . . . ., infora;ation useful to readers:That posit,le likely "preventive journal-4mi" of . % 4ragMatic category wag setup as one suggestedfor good medical writing un4er ,...--

udyl.ce abodt everyday life",_ 414.

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.. ... 1 . 3,.... A npt%usid extensively tel set a major healthagenda. (TABLE 1) 4k PagefOnee was -e iteals, t,f th.,A.filet issues..had nothing onhealth.'Two hat very short news . . . r fIT ,0 N. . I Ie.', . r.. b ° ...s \ .;, . o , a * 4 PP lit . I " 1

a2

0 .. and,two published large "gee whiz"photoson *Ica speetaculars. The one near

. f substantiger story on pollution appeared to be aform of civic boosterism.

r . . R.:

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TABLE I,,

(THE HEALTH AGENDAF ON-PAGE ONE)

s jay Is Nothing on health. / , July 5: Only small'Ircolt story quoting Miamipsychiatrist saying: "Gas Crisis is Accused of Driving PeopleCrazy." ' e e Jdly8: 'Nothing on health. , girl -. July 12: Large upper Left, 7 by 41/4photo of3-year-old Minneapolis discharged from hospital aftei liver transplant. July,15: 'Two-col. 15 -inch ,(jump) story on"Scientists Say RefineryPollution May Be Good Thing:, based onDepartMent of Commerce studythat-found smog can cause rain. after July 191 Large photo of rare "miracle baby" bornin Chapel Hill, N.C. development outside womb. July 22:;Small 51/4-inch story on how Congressiodalzibssages in gyms are costing taxpayers $2005000. per year. / July 26: Nothing on health. July'29: Nothing oir health. 4 y'. While most of the content in th2,I04pstudies(TABLE II) dealt with the

spectacular and oddin:medicine and health, and conflict and controversy news

receivedmuch attention, preventive andpragmatic information and adVfoe re- / r first ceived 17.8% of-the storiestnd---1%. of the ibtal column incnes. (The

two categAies were'Cotbined f the persuasive tone of *heir content, .4 with controversial newsand'hhethird(preventive) unexpdtted categoryadded.) . inches. In all, 146 stories and3910ictues were published, with F,168 column

Of that, 62 stores (4215%) 'and 1,201column incre (55.6%) want to thespec-

tecular-gee whiz category; and 58 °tortes(39.7%) and 632 column inches (29.2%)

inches, the . was on controversyand conflict. In number of stories and column

first category in order was researeh,health workers; surviVingsged and rare

diseases. (See TABLE III). .. -4. v ,In news of conflict and controversy,the bulk of stories and column, inches

. lk \ illegalities in wasdevoted)Wn order to:mentalillness and stress, financial

4 14 O 13

legal. medicine and health, diseaseand apiciemics, 4 go of administrative and

bodies, court action and violence. (See IraT IV).

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' TABLE II

(CATEGORab, STORIES; COLUMN INCHES)

4 Space: '' Topics: Storiea: Col. Inches: News Vhdtos (Nw146) (2,/S8) (1,649) (Nis39) 1Av. 15 in.)..

20 ipecticular/wCee we'. 62 (42.5%) 1,2011/4 (55.6%) 871/4 331 (23)

Medical/Health Oddities ...... 15 Research:. 31 445 412. 33( 1) Health Workers: 10 422 272 1501/46(13) 181/4 1081/4-( 6) 15 Aged SUrvilhl,: 10 _246 ;* 138 esh 491/4 391/4 ( 3) .8 Rare Surgery, 11 ..-

- Disease:

& a (11) 12 ;Controversy /Conflict/ 58 (39.7%) 32 (29.2%) 53012 .1011/2 ...... ) ,-. - Crises % % It . . 14 Mental Illness/ 14 265 219 46 (5) Stres0: ) IQ Money/Illegalitiesell 132 115 17 91 381/2 ( . 12 4 Disease/Epidemics: 8 1294i - 0 4 Adm./Leg/Rulings: 14 624 621/4 0 31/4 Court Action: 6 221 221/4 211/4 0 4 iolenpe: 5- 1 211/4

325 (15.2%) 296 29 ( 51 121/4 ' 26 (17.8 %) . .Prevenve/Pragmatic Advice (pee text after Table IV) ..

amount (17.8 %) ;of thd stories and Sinceit was found that

almost as great a percentage (15.2%) ofthe c olumn inches were devoted to pre- . ventive/pregmatib advice, it was decided to concentrateon that unexpected 4 bud to delay any extensive analysisof 6finding for the balance of this report

the other expecihd findings (spectacularand controversial)'except for the

ft / followi4 topical summaries in Tables III sand IV.j

.%) I

' 4 a ; I

TABLE III

. . SiKdtACOLAR/GEE WHIZ /ODDITIES) . 'Munmary;of -"Ho. Stories: 6e:(421%) Col. Ins; 1,201 (55.6%)

. . -,... . .4 i . Research (31 stories; 445 col. inches) , . . Mosttr stories showeda strtmomphatiis qn the odd the peculiar, humorous, and on sex: "monkey business" as Alibparizees are use in hepatitis reseaich and court suit results from theidtranseir; "Study Shows Gonorrhea Danger From Toilet Seat"; "Pot =neap SaMe4pencer.patients": "Vasectomies Hay'Limit restrict jogging; Pregnant .,. Risk of cervical:Cancer": women's s& ,organs may Army women probgedAdietural birthafteraasaiian?; re- cicled umbilical-cords whiSkers used to probe . for legs; sex chromosomes and male retention; hudan nutrition; carcinogens in cosmetics] meningitis may becontagious; possible vaccine for tooth decay;drugs,fof during Hodgkins disease; balloons for clog- ged heart, arteries; links betweembealth and inbornpersonality traits; mothers/. -fathers drinking/smoking can affect torn and unborn.

* 0 , Health Workers (10- stories; 422Colrinches)ehes) . Mostly personalitysketchetton Medicalana health personnel, counselor helps nurses/doctors deal withainthst studnte aid ill in Latin America; woman doctors, hospitalvolunteerspwaisurgery nurse, head of U.S. Consumer..product Safety Compassion;

Aged/Survival -(10 stories! 246 col. inches) ' Florida man, 137 yearsdial Wotan losest.regtins sight; 500-1b. man battles obesity; English woman, 100, takes first airplaineride; feature story on World War II POW nurse, 70; fightipg"Illinois newspapereditqr, 60; Col. Sanders (Kentucky Fried Chicken) Eights bkth defects in4.S. 8 BS; and 114-yr-old Tokyo man has no aches or Painsand.eldrilks about a half-pint of spirits Avery night.'"

Rare Diseases/SuigerY (ll stories; SSI: col. inches). Surgeons try to re-att4akillinend, two feet, four fingers; remove nail from brainy patio= urinaryby-passegiri survives malformed heart; boy with rare kidney disease/treated with Oval:metaldrui!

: .4 Although many of the above storiescontained implied and implicit advice

* and tips on health, theywere_mot considered in the preventive journalism date- , s f *. pry because of theiremphasis'on the person and event rather than apbn the .I; $. .. . . , Significance of issoes. : ". I (Irdnicelly, a small'stgdy July 26, wedged between ads for chicken fried.11"

/..--Irteakescocitail mix and ran ad f4r5.reating alcohol addiction, reported that;

p k in Medicine", study found that thereyab a"Decline Seen in, Quality of Research 4 periih" for large quantities of reports, 'because ofthepressure Of "publish or often quickly publishedwithout verified and accurate findings.)

TABLE ,IV

(Summary,ofCONTRoVEPSY/CORFLICT/CRISES) No. Stories: 58 (39.1%) Col. Ins: 632(29.2%) p 0

Mental-Illness/Stress (14 stories;265 col. ins.) aborAon, . Family breakdown, ,divorce,runaways,ollicides, illegitimacy, a. adoption,, mttered childrenand parents,drug, alcohol abuse,post-Vietdem syndrode. 1

(11,stotiesi 132 col. ins.) ? Honey/Illegalities TV Houston hospitals aeek governmentpermit tc.exceed wage guidelines; homes investigated; .program on aged accusedof distortions; Texab child care priests to pay maternity coverage, arrestconsumer . - gove4ent. to cequire C .- affairs commissioner for speeding. .

, . 0. A y Disease/Epidemics (8 stories;129rco2iins.) supplied'on communicable diseases viar Somepreventive health information vaccination against polio, measles, mumps,dipthdria etc., but most of content 30-inch story on rabies was on the crisis of heelthrather than its cure, e.g. a historical profile July 22 July 15 with mention of needfor Vaccination; and a - to vac6ine of a local physician. who rgcalleepolio epidemic as Amish objected Indiana and bubonic in,N.H. part of U.S. Small wirestories on bistoplamosis in fleae,pertaied ._ plague in San Diego appeared but a66-inch story on Houston could.scarry thb .. mainly,tb spraying pets, and casualtymentioned that fleas . PlaguS. ,,, , ,

I Administrative I i1i.ngs t14stories; 62 col. inf.) ' proposes FTC approves more detailedwarning labels on clothing; FDA Safety warning on side effects ofdrugs,presbribed; Consumer Product =et won't inter - sion confirms asbestos in hairdryers; Transportation Dept. beffte fere*ith air bags and seal belts;Agriculture Dept. to ban Sunk food viarn'tisers; Ice school lunches; State Dept. mayadd odor to pot herbicide to hears ozone hazard on ' cream ingredients mustbe op labels; House committee radioactie; planes; HEW cats welfare 'beset(' Armyreports -Shipped equipment was General Accounting Offici saysimported food has pesticide residue.

f6storieb;`alacoA. ins:} Court Action after aboiron; suit .Suits against, doctors dorbirths after vasectomy and toothecay; dismissed on pre-sweetened,cerOlecautingpoor nutrition and Judge sentences court awards $3.8 millionmalpractice payment to retarded boy; ease food stamp cutba Judge two wooden for foodOtamrSchemea, congress 'dipase of husbands; Lo on rules 150 wives can joinasbeitos suit re 1 etarpatient must himself for doctor who prescribedchocolate cookies to .$1.86 cookies.

. Violence (5 stories; 21 Cal. ins'.) Woman sues psychiatrist whofailed to mher from killiig;chiropractor ltalian missionary doctor; ex-New loaves accidentvictimoRhodesian troops kil Yorkcop tries tokillOharmacist. qv. :

4 tic .

16 A A . . ..-. . Preventive/Pragmatic Advice. (15.20i Of 26 preventive journalism stories(17.8%) and 325 column indica

copy arid syndicated health. 19 were non-local and non-staffwritten,mostliwire

back sections of the papersstudied, . Most of, the advice was in r the with only two stories.appeiring beforethesevinth section, due in part to

flat that "Lifestyle" and soft news sections are nearer the back. Most all

terial. were in theupper halfHofpages, andthe total bulkof Preventive research and extensive wasexceededonly by the content for newson.h6alth features' onhealth workers and personnel.

-Physical advice co urns by JosephoneLowman on "Why Grow Old" and"Shape . ,

k a I . i waist abdomen, contoured Up' concentrated on e pllysical appearance(slim

i. . ,-- legs etc. rather than an the health valueof exerc ises:. However, readers

wer0 invited to mail If questionsfor more info i. A similar column on

"The Latest gooks" by Jennifer-Anderson dwelled on ante resulting from k` dietirig rather than cmhealthperse.

. Mud' of the syndicatedconnumistal materialawassa ndwiched amongo"Life-

style" ads for improved physical beautyinPhiir, skin, fashion and jewelry. \ Simil;rlye..ihe Chronicle's "Consumer Mews" pages dealt primarilywith prob- ..; . . . . . , lama of money, savings, retirementelindinggase.selectinttires, cleaning .§ . .. jewelri4 preventing'crime and burglaries.

. . in the hLifestyle° sections andin *he . The lackof emphasis on health . . .4( I ("Acne'CanBe stories listed in thecategory is illustrated by a..14Ily'l star?

Conquered, Says Doctor TurnedAuthor*') in which -a dermatologist on a

motion tour says that "chocolate, greasyfodds, colas eto do not ca e acne",

and he advisee chemical treatmentandreadingcf his book. . "Can Y Cope if Also on July 1, ahalf-page429c4111Pwritten feature on

11 i apes n t accent Your mild Has Temper Tantrumin the Groceiy Store Aisle " ?, ry store food, con tent, but, insisted concludesthat "Parents can view tfie g .

.

. z 18 # . a,"

4 41

trip as a chance to learn about. politeness,social interchange and ewarenesa of

other people's rights."

Informationon how td deal withmental, problems was included in two col-

umn! bypr. SaulKapel on "Coping'With Kids",in which he gave advice to mothers

'with hyperactivechildren, and a column whichtold how "Mari5uanaUs disastrous .4 Whysical and psychological) consequence". (Columns by nn Landers were not

S included because they tend to be presented asentertainment, ancl,apocryphal

in appearance in"mahy cases.)

"The.newspaper published several small 1-3-inch storiesonmeetings up-

coxing on weight reduction, blooddonatichs, healing, exercises and Parkinson's

disease, but outside that, the mostsubstantively useful material came from *" service, syndicated' writer Jane E. Brody. Writing for the New York Times news dangerd she discussed in lengthy 18 and,24-indh.stories on July 1 And 15, the

deal with diarrhea in Mexico . ofoxcessive salt intake in the diet, and how to

("Montezuma's Revenge").

Perhaps more thorough and useful were lengthjexcerptsfrom tbe book by

The Pritkin Program, a book. whichhas . Nathan Pritkin and Patrick McGrady on 6 410 and is very critical of mediafor impeding, 411, outsold any health book in history,

of the issuep of disease andtreatment. , rather than helping, public Understanding body and Their two re- printed pieces coveredthe need to restrict salt in the 4 how exercise rejuvenates ani]strengthens the body.'

The Thursday Food Sections werelargely advertising supplements,'lidAnews ' appeal, stories (like .the ads) emphasizingfood prices, qualityoconvenience, $ taste rather than nutritititla value.- the outstanding examples appeance, and . , -.., ir . 4 Toxai ande7elptions to that kule were four columns submitted by the South S r They included nearly 50 inchesof copy on "Cast WaryLie Dietetic Association. . , t , "Food Poisonings on Caffeine Intake","Alcohol Causes Nutrition Problems", and effectiVe. A Samara in Summer", and a columnchecklist on whether a diet is safe

# 19 ,

A *

/4/3 . " .4 Few lengthy news stiiirlias on, food appeared in regular lumns. One striking

e*eption:was an 18-1,tich storJ July 1 reporiihg on studies at theNational In-

ititute on Aging It was headed "Pleasantly PlumpPohsibilitied--NLSA'AROHBR r . SAYS FAT MAY HELP PEOPLE LIVE LONGER". Such"mad bites dog" editorial displays , . / . - t on health were probably not changed bythe sole editorial page column in the

period of nine issues by' syndicated James KtipatOck (July22) who

federal. restrictions on public school sale; of junk food as"Paths "`- of Righteousness Lead But to Spinach".

Kilpatrick'called the ban on chewing gum, snow conesisour balls,candy

sticks, jelly beans, gum drops And lollipops (hesaid) as"Pori/Harbor for'

the Moqey-Gooey-Wooey Bar",and an "abuse, of the powers of government in a 'food free society".Of Carol Foreman, Assistant secretary of consumer am

services in the Agriculture Department, he asked!'Leave us alone,' Big-Sister!

MiliArigee "Zoo Officially 1... Leave us alone!" (The Chronicle reported July419: ..., .

, . Prohibits Junk Food for1imals4. IP the same issue a former Chronicle ie- ,

porter and her family, who escaped tothe wilds of the Minnesota - Canadian bor7

der, wrote, back of "Too Much, Air Here!Where Are Smbg, Junk Foods, Ask

limes tendingUrbanities ".)

The sparse local" reader 'respopse on healthnews" ishintedbyonly three

publiphed inquiries to theAction4fine ( "Watchers ") on elderly housing, medical 3 . insurance, and two brief letters to the editor both ondentistry --one on he

high cost') of tooth extractions/ the other arespoise urging preventive onto-

dontics.instead! The closepE hPalth cartoon was of an agedco,uple offering I to do dog food commercials for-anadvertising agency. (Julys42) The only

health editorial in the sagplq was on thefiring-resignation of HEW Secretary %.' . JOseph Califano, called a "Tempest in a teapot a lessonin how !1a game is ..$ . played-in Washington." (July 26)

-

I 20 I p

19 %

Relative to air pollution (the one local healthtopic on,page .one in

, the sample), an AP story from Chile on 7Uly 1,(Page 8) reported "He'vily

Smogge$1 City of Santiago Finally Gets The Attentionof G9vernment"; but a

22-inch story by Chronicle science writer CarlosByars (+Tay 26 on the-obi-

Wry page) reported on a 3-yearresearch prograM initiitted,byl the Houston

Chamber of Coomerce. That "STUDY SAYSCLEANIAIR RULES.WILL COST HOUSTON

BILLIONS, WON'T HELP HEALTH". 3

Co4plusigns/Rimbmmendations 4 1) Although spectacular crises dominated the news ofhealth in this

study, the practice ofpreventive-\j'oUrnalism in titis Wattd sample may be

slightly ahead of the advice and teaching tips in most.journalism texts.

2) dutside contributions by health writers provided thebulk of "pre-

ventive health" information for readers inthis newspaperstudy.

3)Standards for evaluating ptess performance and guidesfor teaching in

p this area are emerging.

4) Although the spectacular and odd and unusualdcadnated lhews of health,

stories of more direct use to readers werenot as rare as contended.

5) This newspaper might have used theprominence.of page one mor5to

give "preventive health" information,considering t he crises of health repirted

in the press. Alea might have pads greater use of medical staffwriters . 6). This newspa

to produce vocalpriventive,bedlIV stories on Thursdays and Sundays during

* the critical month.

7) This study&dadbe analyted further by descriptionof the non-pro- s ventive categories, tha role,df advertising,editorial pegs matter,and appli- .41. . pragmatic cationof the other fivesuggest4a.duties of a health writer beyond

adviceabout everyday healthprobieitts:

.,> 8) Other areas such as transportation,"politics,edmiomics, human le- ,litiots, and related community functions might b4 furtherexamined for evidence , of preventive journalism practice.34 21 I REVERENCES:

/Philip Meyer, Pr ision Journalism:A Reporter's introduction to Social Science Methods, (B1 ton: Indiana UniversityPress, 1973).

2 Everette E. Dennis, "Journalistic Primitivism",In , Marshall Pishwick, ed., (Bowling Green:Bowling Green Popular Press, 1975); Curtis MacDougall, Interpretative Reporting,(Macmillan: New York, 1977)

3Chilton Bush, Newswriting and Reporting PublicAffairs, (Philadelphia: Chilton, 1965); George Hage, Everette E. Dennis,Arnold Ismach and Stephen 1artgen, New Strategies for Public AffairsReporting: Investigation, In- tepretation and Research, (Englewood Cliffs: Prentice-Hall, 1976)

' Neale Copple, Depth Reporting: An Approach to Reporting (Englewood Cliffs: Prentice-Hall, 19E4); InvestigativeReporting, Paul Williams. Prentice-Hall, 1977; David Anderson and Peter Benjaminson,investigative Re- porting; (Bloomington: Indiana niversity, 1976)e

s _Maxwell McCombs, Denali Shaw and David Grey, Handbook of Report- ing Methods, (Boston: Houghn Mifflin, 1976).

6 QOM (May 1968), 56:12-13. s Gene'Burd. "Urban Renewal in the City Room", 7 Karen Anderson, "Preventive Journalism: A Cabe in Point", Paper for "Legal and Ethical Foundations in CommunicationsSystems", University of,Iowa,

May 3, 1974. / 8 ,Gene Surd, "What is Community? ", GrassrootsEditor (Spring 1979, 20:3-5.

9Margery G. Blackie, The Patient, Not the Cure;The Challenge of Homeopathy, (Santa Barbara: Woodbrigge Press, 1978) See also ?ArthurNewsholme, The Evo- lution of Preventive Medicine, (Baltimore: Williams 6 Wilkins, 1927): George Rosen, Preventive Medicine in the UnitedStates, 1900-1975); (New York: Science History Publishers, 1975); Matthew Steinberg,'"New Look in PreventiveDentistry", Dental Pamphlet, AustS,,Texas, 1979.

10Rebecca Kay Gardner, A Study of the Problemsin Medical ReportTpg, resier's Thesis, Univeristy of Texas at Austin, August 1972.

11RichardH.'Weiti4. "Medical Editors and Their Work", The Journal-Lancet,

, March 1952, pp. 1457149.

. 12Editor and Publisher, "Science ReportingHis.Outgrown its "Gee Whiz" Phase ", September 12(1970, p. 2O

13Janet Peavy, "The Medical Specialist RePorteF onAmerican Metropolitan Dailies", Individual ResearchPrOject, University of Texas, J389, July 1978. '69 pages, Typewritten.

4R.M. Neal, News Gatherinitand Writing, (Prentice -Hall: New York), 1949.

1 5William Lead to "30", (Prentice Hall: Englewood Metz, Newswriting: From 4 Cliffs, N.J;) 1979, p. 224. 16 Gene Bmrd, "Coyer City fairs, Not Mere Buildings", Journalism Educator, Summer 1971, pp. 30 1. 0 0 '22 M ra. 17 Ju1ian Harries, et al,.TheComplete Reporter, 3rd Edition, (Macmil)ont New York), 1977, pp.215-217( 18 Morriss, Ibid.

19Chi1ton Bush, Newswriting and Reporting Public Affairs,(Chilton: Philadelphia), 1970,Lp. 284-86.

20 Cdrtis MacDougall, InterpretativeReporting, (Macmillan:' New York, 1977, pp. 231+ 21 Ibid. 4 Brown Co: Dubuque),' 22Melvin Mencher, News Reporting andWriting, (William 1977, Ch. 22, "ConsumerReporting" Also pp. 351 +. ' 23Maxwell McCombs at al, Handbook of"Reporting Methods, (Houghtdn Mifflin:

49-50. . New York/Boston), 1976, pp. i

_ Englewood-Al 24George Hage et al, PublicAffairs 'Reporting, (PrenticeHall"

i Cliffs), 1976, pp. 250-258. l i /

25 Hage,libid.

26Arthur Brackman, Editor, MediaPerformance Reports, New York, Memo#1,

' Pall Issue Assignment Manual,i979. 27 , Ibid. 4 28 Urban ' Gene Burd, "Social ScienceMethods as Precision Journalism and Functions in Preventive Journalism",Papei for Community College Social Science Association, St. Louis, Mo., October 19,1978.

29Janet Peavy, "The. Medical Specialist Reporter at TexasMetropolitan Dailies", Research Projectin J391,"Media and Urban Affairs",Utersity'of Texas at Austin, May 1978, 35 pages. Typewritten. 6+2 Breakdown ", °AssOiated Press, "Moul'in: A City on the Verge of a Nervous Austin American-Statesman, May '1,1979, p. 1.

3 i Houston Chronicle News.Sexvides,"AmeriCans Kill Selves Needlessly: Survey", Houston Chronicle, July 29,1979, p. 24, Sec. 1. (See also Michael O'Connor, "Merder Toll Has HoustonPerplexed", Austin American-Statesman. . August19;1979; p. B2.) I 32AesociateePress, "Surgeon General Lists 6 DiseasePrevention Practicei Austin American-State , Jul29, 1979, p. AS. ' to Save Ameican Lives",

33 "32 Artbr Brackman, Editor,Media Performance Reports, Supplement to 41, Pall 1979, 3 pages. . Assignment Memo, 34 See pilot study on"Coverage,ofHealth and Nutrition in the Houston Chronicle", presented by Gene Burd atthe SouthwesternJournalism1Symposinm, October 14, 1979. College Station, Texas. g 4 4.

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