Start | Browse by Day | Author Index

33865 Analysis of Traumatic Brain Injury Coverage in Print and Social Media

Terica Scott, MA1, Michael Lionbarger, MPH2, Allison Zambon, MHS, CHES3, Daniel Eckstein, MA3 and Rodrigo Ibacache, B.Sc.4, 1Health Systems and Trauma Systems Branch, Centers for Disease Control and Prevention, National Center for Injury Prevention and Control, Atlanta, GA, 2Division of Unintentional Injury Prevention, Centers for Disease Control and Prevention, Atlanta, GA, 3Health Communications, NOVA Research Company, Bethesda, MD, 4NOVA Research Company, Bethesda, MD

Theoretical Background and research questions/hypothesis: CDC conducted an analysis of media coverage of traumatic brain injury (TBI) in major U.S. newspapers between 2009 and 2011 and compared that to a previous TBI media analysis of articles published between 2004 and 2006. The analysis answered several research questions, including:

  • ·         What are the trends in content over time?
  • ·         How do the media frame the public discussion and messages around TBI?
  • ·         Which audience appears most often in news media articles (e.g., survivors, athletes)?
  • ·         What key themes, topics, and terms are being covered, and what topics are being ignored?
Evaluation

Methods: A Lexis-Nexis search was conducted for TBI articles published between 2009 and 2011.  Out of all published TBI articles each month, 25 were randomly selected, for a total of 900 articles.  Content was qualitatively analyzed and coded on several items including whether TBI was the primary focus, TBI topics covered, and reported causes of TBI. Statistical analyses were then conducted on the coded data.  Additionally, the analysis includes i from VOCUS and Radian 6. Data were collected on “traumatic brain injury” and related keywords on several social media networks, including Twitter, Facebook, YouTube, blogs, and forums, during the period June 14-September 14, 2012.

Results:

  • ·         Between the first and second analysis, the number of articles about TBI rose and media coverage of TBI became more s ports-focused.
  • ·         Print media coverage of TBI is centered on occurrence and return-to-play status for athletes.
  • ·         Athletes are the audience that appears most often in news articles.
  • ·         Over half of analyzed articles identified sports- or recreation-related injuries as a cause of TBI.
  • ·         Print articles rarely report on TBI prevention or causes of TBI other than sports injuries.
  • ·         During the three-month period in which social media websites and blogs were reviewed, the average number of daily posts across all channels ranged from 2,000 to 3,500.

Conclusions: The majority of TBI media coverage revolves around sports and focuses on an athlete’s injury or return-to-play status and much less on awareness/education prevention, and symptoms of injury. Media coverage on TBI is increasing both in terms of quantity and focus.  During the monitored period, articles focused specifically on TBI increased from just 6% in the previous analysis to 38.6% during the current period.  Focus is important because articles focused on TBI are more likely to include mentions of treatment/recovery/rehabilitation than those that are not.

Implications for research and/or practice: Because the same methods were used for or the print and social media analyses, CDCcan replicate this media analysis in the future to determine if any changes occur in how the media portrays TBI. Based on the media analysis findings, CDC developed a journalist’s guide to help journalists understand TBI and cover it more comprehensively.  This guide includes content on how to prevent, recognize, and respond to TBI injuries. Understanding media coverage of TBI allowed CDC to provide journalists with TBI messages that ensure the public’s understanding of this public health concern.

See more of: Using Evaluation To Improve Practice
See more of: Oral and Poster
<< Previous Abstract | Next Abstract >>