[PROBLEMS IN MASS COMMUNICATION FROM THE STANDPOINT OF EDUCATION].
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A multiple baseline across 8 nationally syndicated cartoonists evaluated the effects of personal advocacy letters encouraging presentations of a specific prevention message--the depiction of safety belt use in comic strips showing motor vehicle occupants. During baseline these cartoonists depicted safety belt use in only 15% (6 of 41) of their strips with occupied vehicles, but following receipt of a personal letter requesting safety belt use 41% (42 of 102) of their strips depicted safety belt use. Four cartoonists showed clear and immediate increases in depiction of safety belt use, 2 demonstrated delayed and somewhat less consistent belt use, and 2 cartoonists showed no change. The approach and results are discussed with regard to advocacy efforts intended to influence presentation of prevention messages in the media.
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The public image of psychiatry has been tarnished in recent years. In order to determine the extent to which press coverage has contributed to negative attitudes towards psychiatry, we conducted a content analysis of a random selection of newspaper articles which appeared over a twenty-year period in two different newspapers. We found that although there had been some minor, cosmetic changes over the years, such as more appropriate headlines and more direct quotes from psychiatric experts, on the whole, content and attitudes had changed very little. An accuracy check of media reporting of forensic cases over a 20-year period revealed that when reporters have access to written material, the accuracy levels are greatly improved.
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This is an analysis of newspaper coverage of breast cancer topics during a community-based health promotion campaign. The 4-year campaign, called the Breast Cancer Screening Campaign (BCSC), was devoted to promoting mammography screening in a Midwestern state. The BCSC included both paid advertising and volunteer-led community interventions that were intended, in part, to increase the flow of information about breast cancer and mammography screening in the local mass media. Findings showed that intervention was positively associated with local newspaper content about breast cancer, but the effects were confined to communities served by weekly newspapers. We discuss the implications of this study for future community-based health promotion campaigns.