1. CONTENT ANALYSIS OF BREAST CANCER NEWS COVERAGE Sandi Smith and Charles Atkin Department of Communication Michigan State University

2. National News Coverage Leading newspapers TV network newscasts Newsmagazines Breast cancer risk information Breast cancer risk information available to the public in the news media

3. NEWSPAPERS (stories per year) 50 USA Today “America’s newspaper” 50 LOS ANGELES TIMES 20 NEW YORK TIMES

4. EVENING NEWSCASTS 10 ABC -- Peter Jennings 10 ABC -- Peter Jennings 8 CBS -- Dan Rather 8 CBS -- Dan Rather 6 NBC -- Tom Brokaw 6 NBC -- Tom Brokaw

5. NEWSMAGAZINES 10 TIME 10 TIME 8 NEWSWEEK 8 NEWSWEEK 6 US NEWS 6 US NEWS

6. RELATIVE EMPHASIS Treatment Awareness Risks Prevention Detection Prevalence

7. TOP STORIES 2003-04 3/04 HRT study discontinued 8/03 British HRT report: E&P  BC 6/03 JAMA HRT report: E&P  BC

8. OTHER TOP STORIES 03-04 LETROZOLE effective as follow-up ASPIRIN reduces BC risk ANTIBIOTICS increase BC risk BRCA genes increase BC risk MAMMOGRAM provider shortage Broad but Brief

9. Under-represented topics RISKS: Diet - Obesity – Inactivity Pesticides Other Environ Contaminants (esp. localized and occupational)

10. Under-represented topics PREVENTION: Weight loss - Exercise Protective parental actions Collective policy initiatives

11. Under-represented DETECTION Importance of early detection Recommended mammogram age PREVALENCE (as main theme) COMPREHENSIVE OVERVIEW