Andersson Camilla Maria, Bjärås Gunilla, Tillgren Per, Ostenson Claes-Göran
Diabetes Prevention Unit, Karolinska University Hospital, Stockholm, Sweden.
J Health Commun. 2007 Apr-May;12(3):269-83. doi: 10.1080/10810730701266307.
We present a rationale and approach for longitudinal analyses of media coverage and content, and illustrate how media monitoring can be used in process evaluations. Within a community-based diabetes prevention project, the Stockholm Diabetes Prevention Program, we analyzed the frequency, prominence, and framing of physical activity in local newspapers of three intervention and two control municipalities. In total, 2,128 stories and advertisements related to physical activity were identified between the years 1997 and 2002. Although stories about physical activity were relatively few (n = 224), they were prominently located in all five local newspapers. Physical activity was framed rather similarly in the municipalities. Health aspects, however, were expressed to a greater extent in stories in two of the intervention municipalities. A limited portion (14%) of the articles could be linked directly to the program. It is not possible to assess to what extent the program has had a disseminating effect on the newspapers' health-related content in general, due to weaknesses of the process tracking system and limitations of the study design. Implications for the design is that an evaluative framework should be preplanned and include data collection about media relationships, media's interest in public health, media coverage prior to the program and coverage in other media for comparisons of general trends in the reporting. The material and the current database, however, provide a good basis for quantitative content analysis and qualitative discourse analysis to yield information on the type, frequency, and content of health reporting in local newspapers.
我们提出了对媒体报道和内容进行纵向分析的基本原理和方法，并说明了如何将媒体监测用于过程评估。在一个基于社区的糖尿病预防项目——斯德哥尔摩糖尿病预防计划中，我们分析了三个干预市和两个对照市当地报纸上体育活动的报道频率、显著程度和框架设定。在1997年至2002年期间，总共识别出2128篇与体育活动相关的报道和广告。虽然关于体育活动的报道相对较少（n = 224），但它们在所有五家当地报纸上的位置都很显著。各城市对体育活动的框架设定较为相似。然而，在两个干预市的报道中，健康方面的内容表达得更为充分。仅有一小部分（14%）的文章可以直接与该项目相关联。由于过程跟踪系统的缺陷和研究设计的局限性，无法评估该项目总体上对报纸与健康相关内容产生了多大程度的传播影响。对设计的启示是，应预先规划一个评估框架，包括收集有关媒体关系、媒体对公共卫生的兴趣、项目实施前的媒体报道以及其他媒体报道以比较报道的总体趋势等数据。然而，这些材料和当前的数据库为定量内容分析和定性话语分析提供了良好的基础，以获取有关当地报纸健康报道的类型、频率和内容的信息。
