The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #61952

Elena O. Lingas, MPH, School of Public Health, University of California, Berkeley, 140 Warren Hall, Berkeley, CA 94720, 510-204-9700, lingas@uclink4.berkeley.edu and Lori Dorfman, DrPH, Berkeley Media Studies Group, 2140 Shattuck Ave. Suite 804, Berkeley, CA 94704.

Background: On September 24, 2002 Governor Gray Davis signed Senate Bill 1661, making California the first state in the nation to offer paid family leave. The purpose of this bill is to "provide up to six weeks of wage replacement benefits to workers who take time off work to care for a seriously ill child, spouse, parent, domestic partner or to bond with a new child," acknowledging the critical importance of nurturing children and strengthening the bonds of family. Widespread news coverage of the bill’s progress into law offered an opportunity to understand the winning debate on this important public health issue. Method: A framing analysis of news coverage of paid family leave, June 1 -November 30, 2002, including newspapers, magazines, radio and television within California and nationally. Results: The 303 pieces contained six frames in support of SB 1661 and four against. Frames in support of paid family leave emphasized balancing work and family, bonding with children, and corporate family values. Opponents emphasized unfair burdens on small business and warned of an impending "nanny state." Television coverage had fewer frames than newspapers and focused primarily on the frame of balancing work and family and included multiple images of mothers caring for their infants. Implications: As paid family leave moves toward implementation in 2004 in California, and makes progress in 27 other states, advocates should remember to tie technical talk to values, so that the purpose for the bill is not lost in a sea of numbers and nuances.

Learning Objectives:

At the conclusion of the session, the participant will be able to:
• Identify the major components of California's newly enacted paid family leave law;
• Describe the primary frames for and against the law used in the media coverage of paid family leave; and
• Anticipate the arguments used by opponents of paid family leave and articulate the public health responses.

Keywords: Public Policy, Media Message

Presenting author's disclosure statement:
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.