The portrayal of bariatric surgery in the UK print media.

BACKGROUND

Bariatric and metabolic surgery is a recent introduction into mainstream surgical practice. It has been shown to have a beneficial effect on the health of an individual and a positive economic impact for society. Nonetheless, bariatric surgery faces a problem of perception from both the public and healthcare commissioners. The media functions as an interface between the medical community, government and the public. It therefore plays a critical role in shaping public opinion regarding health issues.

METHODS

Articles relating to bariatric surgery in the ten most frequently read UK daily newspapers were assessed over a 24-month period (January 2010-December 2011). Each article was rated via a five-point scale from very negative (1) to very positive (5) by two independent assessors to produce an average score.

RESULTS

A total of 197 relevant articles were identified and analysed for content. Sixty-four (33 %) of all articles were negatively slanted (mean score 1-2.5), 105 (53 %) were positive (mean score 3.5-5) and 28 (14 %) were neutral (mean score 2.5-3.5). The average score of all articles was 3.3 (neutral, but slightly positive).

CONCLUSIONS

The print media will influence public perceptions of bariatric surgery. There is huge variation in how bariatric surgery is reported, but overall the coverage is neutral. We feel that negative reportage distorts the overall awareness of bariatric surgery and may affect both how and when the obese seek medical intervention.