Online Program

Applying content analysis methodology to examine news media coverage of obesity, physical activity, and nutrition topics in two CPPW grantee communities

Monday, November 4, 2013 : 10:30 a.m. - 10:45 a.m.

Amanda Dudley, MPH, Office of Communications, Centers for Disease Control and Prevention (CDC), Atlanta, GA
Derek Inokuchi, MHS, CHES, Social Marketing and Communication, FHI 360, Washington, DC
Thomas Lehman, MA, Social Marketing and Communication, FHI 360, Washington, DC
Rebecca Ledsky, MBA, Social Marketing and Communication, FHI 360, Washington, DC
Michelle Jones-Bell, MA, Social Marketing and Communication, FHI 360, Washington, DC
Roksolana Gishta, MPH, Social Marketing and Communication, FHI 360, Washington, DC
The CDC Communities Putting Prevention to Work (CPPW) initiative supported 50 state and local grantees in their efforts to promote and institutionalize healthy behaviors related to obesity control and prevention, nutrition, physical activity, and tobacco control and prevention. Grantees implemented activities to support environmental change in their communities. For example, CDC worked with grantees to develop and place local media buys using creative materials from an approved pool of content. CDC also partnered with communities to undertake proactive media outreach activities resulting in earned media placements. Subsequently, two media content analyses were conducted to assess how the conversation on obesity changed over time at both at the national and local levels; this session will present results and lessons learned from a media analysis covering the local print news outlets of two selected grantee communities, as well as two non-funded comparison communities, between January 2010 and March 2012. A total of 235 articles were included in the analysis, comprising 185 from grantee communities and 50 from comparison communities. Articles from the primary print news outlets of each location were coded using a structured instrument for capturing key elements relevant to the CPPW initiative. A majority (57%) appeared in the news section, and, in CPPW communities, a majority discussed access issues. Other results will also be shared, including trends in volume, messages, framing, and tone, as well as mentions of specific national and community organizations and spokespersons. Contrasts between the two grantee communities, and comparisons with their comparison communities will be discussed.

Learning Areas:

Public health or related research

Learning Objectives:
Describe how content analysis methodology may be applied to examine local news media items in a public health context.

Keyword(s): Media, Obesity

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have served as the manager of this project and have provided oversight since its inception.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.