Jones K, Merrick J, Beasley C
Australian Research Centre for Population Oral Health, School of Dentistry, The University of Adelaide, South Australia, Australia.
The Fay Gale Centre for Research on Gender, The University of Adelaide, South Australia, Australia.
Aust Dent J. 2016 Mar;61(1):16-20. doi: 10.1111/adj.12300.
Social analysis regarding oral health and oral health promotion are almost non-existent in the Australian context. The usefulness of such exploration lies in framing and informing research methodologies and health promotion initiatives, and can improve our understanding of oral health behaviours and their social contexts.
We conducted a systematic content analysis of a random sample of popular Australian magazines, newspapers and television shows from May to September 2012. Our sample included the top three best-selling magazines, six weekly newspapers, one from each available Australian state, and the four highest ranked Australian prime time television shows and their associated commercials.
Data comprised 72 hours of prime time television and 14,628 pages of hardcopy media. Seventy-one oral health related media 'incidents' were counted during a five-month period. Only 1.5% of incidents referenced fluoride and only two made dietary references. Women were represented almost six times more than men and the majority of oral health related incidents conveyed no social context (63%).
Oral health messages conveyed in Australian media fail to provide a social context for preventive or health-promoting behaviours. In light of increased levels of oral disease and retention of natural teeth, more community based oral health promotion and support for oral health literacy would be prudent in the Australian context.
在澳大利亚，几乎不存在关于口腔健康及口腔健康促进的社会分析。此类探索的作用在于构建并为研究方法及健康促进倡议提供信息，还能增进我们对口腔健康行为及其社会背景的理解。
我们对2012年5月至9月期间澳大利亚流行杂志、报纸及电视节目的随机样本进行了系统的内容分析。我们的样本包括三大畅销杂志、六份周报（每个澳大利亚州各一份）以及澳大利亚排名前四的黄金时段电视节目及其相关广告。
数据包括72小时的黄金时段电视节目及14628页纸质媒体内容。在五个月的时间里，共统计到71起与口腔健康相关的媒体“事件”。仅有1.5%的事件提及氟化物，仅有两起涉及饮食方面。女性出现的频率几乎是男性的六倍，且大多数与口腔健康相关的事件未传达社会背景（63%）。
澳大利亚媒体所传达的口腔健康信息未能为预防或促进健康的行为提供社会背景。鉴于口腔疾病发生率上升以及天然牙留存率的情况，在澳大利亚背景下，开展更多基于社区的口腔健康促进活动并支持口腔健康素养教育是明智之举。
