Quantitative and Qualitative Content Analysis of Breast Cancer, Heart Disease, and Stroke Media Messages from Local Canadian Media

  • Author / Creator
    Champion, Claudine C.
  • This study examined media coverage of breast cancer (N=145) and heart disease and stroke (N=39) news articles, videos, advertisements, and images in a local Canadian context through quantitative and thematic content analyses. Statistical analysis (Cramer’s V) revealed significant differences in placement (0.415, p < 0.01), survivors as source of information (0.204, p < 0.01), health agency (0.319, p < 0.001), human interest stories (0.183, p < 0.05), research study (0.177, p < 0.05), risk statistics (0.324, p < 0.001), preventative behaviours (0.347, p < 0.001), and tone (0.647, p < 0.001). Themes for breast cancer revealed a ‘typical’ breast cancer survivor and that ‘good’ citizens and businesses should help the cause. Themes for heart disease and stroke revealed individual responsibility and how fundraising reinforces femininity and privilege. Findings help reveal how these diseases are framed in local Canadian media. These frames may impact an individual’s understanding of the disease.

  • Subjects / Keywords
  • Graduation date
    Fall 2014
  • Type of Item
  • Degree
    Master of Arts
  • DOI
  • License
    This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.