How the news media frames the debate over alcohol taxes

The news media play a powerful role in framing public debate over alcohol policies. We report the findings of a content analysis of press coverage of successful efforts to increase alcohol taxes in three states between 2009 and 2011: Illinois, Maryland and Massachusetts. From a purposive sample of six key newspapers in each state, the research team collected more than 600 relevant articles, letters to the editor and editorials that appeared over a two-year period surrounding the passage of the tax increase. We coded each article on 32 different variables, including mentions of public health research in support of the increase, and key arguments utilized and values conveyed by both proponents and opponents. We will summarize the findings of these content analyses, elucidating how competing frames were constructed in public discussions about alcohol taxes, and drawing out implications for public health practice in the specific arena of alcohol taxation as well as more generally in public health applications of the principles and techniques of media advocacy.