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

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.