The National Cancer Institute has amassed a database containing tobacco related news stories, editorials, letters to the editors, and cartoons from all newspapers in the U.S. An analysis of the print media's coverage using agenda-setting theory variables (prominence, frame, and origin) of the Master Agreement Settlement (MSA) between the State Attorney Generals and the Tobacco Industry was conducted for 1997 and 1998 (N=5,670). MSA stories as compared to coverage of other tobacco related topics were more likely to be on the front page, and were more likely to reflect the national aspect of the MSA story as opposed to the local importance or relevance of this issue. The frame of the coverage was more than 4 to 1 anti-tobacco in nature. While the MSA generated considerable editorial coverage of 25%; this topic generated only 2% of the letters to the editor. This is compared with a 19% editorial rate and a 14% letter rate for other tobacco coverage. Even though the coverage of the MSA issue in newspapers was supportive of tobacco control efforts at the national level, this issue failed to generate local public support or interest. Thus coverage was "top down," as newspapers published hard news and editorials with little "bottom up" input from the public through letters to editor. The implications for tobacco control advocacy efforts will be discussed.
Learning Objectives: At the close of this session participants will understand 1) the differences between media coverage of the MSA and other tobacco control policies and 2)the relationship between media agenda setting and media advocacy
Keywords: Tobacco Control, Media Advocacy
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.