contemporary and alternative medicine powerpoint
DESCRIPTION
This presentation was created for Methods of Communication: Research and Analysis, taught by Dr. John C. Pollock, in the spring of 2008.TRANSCRIPT
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NATIONWIDE NEWSPAPER
COVERAGE OF ALTERNATIVE
MEDICINE:A COMMUNITY STRUCTURE
APPROACHTeegan Conti
Maria MontroniJenny Smith
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Introduction
•2002 National Health Interview Survey:
•Over one third of adults in the United States are using some form of Complementary and Alternative medicine (CAM).
•Alternative medicines, unlike many prescription drugs, have no specific target audience.•Overall goal is to attain a healthy lifestyle.
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Research Questions
•Do cities with higher percents of college educated citizens offer more favorable coverage of CAM?
•Will cities with high proportions of families with incomes upwards of $100,000 exhibit more favorable coverage of CAM?
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Research Questions
•Will cities with a large 18-30 population show more favorable coverage to CAM?
•Will cities with a higher percent of voting Republicans display less favorable coverage of CAM?
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Framing in Newspapers•Newspapers read by economic and political leaders•Newspaper readers active in their communities•Well suited for systematic coding and analysis•Leads to higher predictability and reliability in results•More community/regionally focused than internet; more in-depth than TV news
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The Community Structure Approach
Definition: Structural approaches linking community context to reporting on critical events have been pioneered by Tichener, Donohue, & Olien (1973-1980) McCleod & Hertog (1990, 1992, 1999), Demers & Viswanath (1999), & Hindman (1996, 1999). The “Community Structure Approach,” extensively tested in a nationwide sample by Pollock and colleagues (1977, 1978, 1994-2004) has consistently shown relations between structural characteristics of U.S. cities and newspaper coverage of political and social change.
Alternative Approach: Complements explanations for news coverage based on such conventional factors as attitudes/personalities of journalists, newsroom diversity (ethnicity, gender) or newspaper ownership patterns.
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Literature Review
Extensive research on CAM in biology, psychology, and business databases.
Very little research on CAM in field of communication
– ComAbstracts and Communication & Mass Media Complete
– Search term “Alternative Medicine” combined with “media,” and “‘news coverage”
– Yielded five articles total in CMMC, zero articles in ComAbstracts.
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Buffer Hypothesis•According to Pollock & colleagues, the “buffer” hypothesis expects that the larger the proportion of privileged groups in a city, (privilege defined as portion of those in a city with college educations, family incomes of $100,000 or more, or professional/technical occupational status), the more favorable the coverage of CAM.
H1: The higher the percentage of college educated citizens in a city, the more favorable the coverage of CAM (Lifestyle Market Analyst, 2007).H2: The higher the percentage of families with incomes of $100,000 or more in a city, the more favorable the coverage of CAM (Lifestyle Market Analyst, 2007).H3: The higher the percentage of people with professional or technical status in a city, the more favorable the coverage of CAM (Lifestyle Market Analyst, 2007).
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Healthcare Access Hypothesis
•Research (on topics such as physician-assisted suicide and stem-cell research) has shown a positive relationship between the proportion of physicians in a given community or percentage of municipal spending on healthcare and favorable newspaper coverage on advances in medicine, science and healthcare (Pollock & Yulis, 2004).
H4: The higher the percentage of municipal spending on healthcare in a city, the more favorable the coverage of CAM (Lifestyle Market Analyst, 2007).
H5: The higher the percentage of physicians/100,000, the more favorable the coverage of CAM (County and City Extra, 2007).
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Vulnerability Hypothesis•Also termed the “unbuffered” or “guardian” hypothesis, it expects that the larger the percent of people in a city living under the poverty level, or unemployed, the more newspapers will reflect the interests of these groups (Pollock, 2007, p. 56).•Previous research using the community structure approach indicates a correlation between the portion of city residents below the poverty level and favorable coverage of a Patients’ Bill of Rights (Pollock, 2007, p. 256).
H13: The higher the percentage below the poverty level, the more favorable the coverage of CAM (Lifestyle Market Analyst, 2007).
H14: The higher the percentage unemployed, the more favorable the coverage of CAM (County and City Extra, 1999).
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Stakeholder HypothesisPrevious research suggests that when a “stakeholder,” or large groups with a stake in a particular social or political issue, emerges in a given community, newspapers tend to increase coverage of that issue. (Mcleod & Hertog, 1999). This finding is supported by studies of same sex marriage (Pollock & Dantas, 1998) and physician assisted suicide (Pollock & Yulis, 2004).•Stakeholders for CAM can be grouped into the following categories: 1. Position in the life cycle2. Age/Generation3. Belief System4. Political Partisanship
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Methodology
•Cross-section national sample of 21 newspapers.
•The NewsBank database was used to collect articles of 150 words or more from the sample period January 1, 2002, to January 1, 2008.
•All articles were coded for Prominence and Directional coverage.
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Prominence Score*Direction 4 3 2 1
Placement Front page of first section
Front page of inside section
Inside page of first section
Other
Headline Size (# of words)
10+ 8-9 6-7 5 or fewer
Article length (# of words)
1,000 + 750-999 500-749 499 or fewer
Photos/Graphics
2 or more 1
* copyright John C. Pollock, 1994-2008
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Article DirectionArticles coded favorable:
Positive coverage of CAM; showed general support for various forms of
alternative medicineArticles coded unfavorable:
Negative coverage of CAM; opposed various forms of alternative medicineArticles coded balanced/neutral:Presented both sides of the argument
objectively; reported general information regarding CAM
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Media Vectorf = sum of the prominence scores coded “favorable”
u = sum of the prominence scores coded “unfavorable”n = sum of the prominence scores coded “balanced/neutral”
r = f + u + nIf f > u (the sum of the favorable prominence scores is greater than the
sum of the unfavorable prominence scores), the following formula is used:
Favorable Media Vector (FMV):FMV = (f² - fu) (Answer lies between 0 and
+1.00) r²
If f < u (the sum of the unfavorable prominence scores is greater than the sum of the favorable scores), the following formula is used:
Unfavorable Media Vector (UMV):UMV = (fu - u²) (Answer lies between 0 and -
1.00) r²
*Media Vector copyright John C. Pollock (2000-2008)
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Results: Media VectorCity, State Newspaper
Media Vector
Kansas City, MO Kansas City Star 0.933
Manchester, NH New Hampshire Union Leader 0.7287
Milwaukee, WI Milwaukee Journal Sentinel 0.4498
Denver, CO The Denver Post 0.4439
Portland, OR The Oregonian 0.4008
Phoenix, AZ Arizona Republic 0.3331Albuquerque, NM Albuquerque Journal 0.333
Columbus, OH Columbus Dispatch 0.2655
Albany, NY The Times Union 0.2513New Orleans, LA
The New Orleans Time-Picayune 0.2206
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City, State Newspaper Media Vector
Chicago, IL Chicago Sun-Times 0.2188
Orlando, FL Orlando Sentinel 0.2118
Tulsa, OK Tulsa World 0.1712
St. Petersburg, FL St. Petersburg Times 0.1278
St. Louis, MI St. Louis Post-Dispatch 0.1263
Bismarck, ND The Bismarck Tribune 0.0984
San Francisco, CA San Francisco Chronicle 0.0495
Pittsburgh, PA Pittsburgh Post-Gazette 0.0272
Richmond, VARichmond Times Dispatch -0.0042
Salt Lake City, UT
The Deseret Morning News -0.0481
Boston, MA The Boston Globe -0.187
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Regional Media Vector Averages
Region Media Vector
Midwest .3486
West .2520
Northeast .2051
Southeast .1454
Scott’s Pi Average: 77.2135
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Pearson Correlation
•A Pearson Correlation exemplifies the relationship between a particular city characteristic and the media vector. For instance, if a Pearson Correlation is positive, that city characteristic correlates with a favorable outlook of Alternative Medicine.
•Results are not considered relevant unless they prove to be significant at the .05 level or better.
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Results: Pearson Correlations
City Characteristic (%) Pearson Correlation
Significance
Municipal Spending on Healthcare .407 .034*
Family Income $100,000+ .399 .037*
Unemployed .405 .043*
Generation 25-44 -.393 .043*
Generation 45-64 -.376 .051
Generation 18-24 -.355 .062
Children 11-14 .306 .095
Children 15-19 .251 .142
Physicians per 100,000 -.238 .150
Generation 65+ -.224 .171
* = Significant at the .05 level
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City Characteristic (%)
Pearson Correlation
Significance
Professionals .211 .180
Catholics -.212 .192
College Educated .193 .201
Children 5-10 .193 .208
Below Poverty .158 .252
Protestants -.149 .271
Children under 5 -.107 .327
Democratic .078 .369
Republican -.064 .391
Devotional Reading -.026 .458
Evangelicals .014 .477
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Results: Regression
Model R
R Squar
e
R Square Change
F Change
Sig. F Change
Generation 25-44 .434 .188 .188 3.480 .082
Generation 25-44, Income
.620 .384 196 4.461 .053
Generation 25-44,
Income, Generation
45 - 64
.758 .575 .190 5.814 .031
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Regression: Top Predictors
•Generation 25-44•Income over $100,000•Generation 45 - 64
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Results: Hypotheses•Healthcare Access (confirmed): The higher the percentage of municipal spending on healthcare in a city, the more favorable the coverage of CAM. •Buffer (confirmed): The higher the percentage of families with incomes of $100,000 or more in a city, the more favorable the coverage of CAM.•Vulnerability (confirmed): The higher the percentage unemployed, the more favorable the coverage of CAM.•Age/Generation (confirmed): The higher the percentage of residents 25-44 in a community, the less favorable the coverage of CAM.
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Implications for Further Research
•Examine frequency of newspaper coverage of CAM•Compare cross national newspaper coverage to national newspaper coverage of CAM•Compare international newspaper coverage to national newspaper coverage of CAM•Re-examine CAM coverage post Presidential election 2008•Analyze the coverage of CAM in other forms of media (TV, radio, Internet)•Specify categories of Alternative Medicine (yoga, acupuncture, herbal remedies, etc.)