Buch, Englisch, Band 46, 21 Seiten
The Portrayal of Complementary and Alternative Medicine in German Cancer Patient Magazines
Buch, Englisch, Band 46, 21 Seiten
Reihe: Arbeitspapiere des Hans-Bredow-Instituts
ISBN: 978-3-87296-146-4
Verlag: Hans-Bredow-Institut
Objective: Cancer patients frequently use media to search for information on Complementary and
Alternative Medicine (CAM). Media coverage may influence their perception and decision making.
Against the background of the framing concept, we analyze the portrayal of CAM in magazines that
specifically address cancer patients.
Methods: We conducted a quantitative content analysis of four highly circulated German cancer patient
magazines (Befund Krebs, K-Journal Mensch & Krebs, Krebsmagazin, Leben? Leben!) that were
available from November 2012 to April 2013.
Results: In the sample of 39 articles, 137 CAM treatments were portrayed. Results show that the portrayal
of CAM focuses on nutritional and metabolic approaches, exercise therapies and psychological
approaches. It primarily takes a scientific perspective. CAM is mostly described in curative contexts
and in a predominantly positive light. Explicit recommendations are rarely given.
Conclusion: Patient education and informed decision-making may be advanced by increasing journalists’
and medical professionals’ awareness for media coverage on CAM. Providers of mediated health
information need to pay attention to a balanced and reflected portrayal of CAM. For health care and
counselling professionals, pro-active communication on media information is essential. Health communication
research should address the interaction between patients, media information and medical
experts.
Keywords:
Zielgruppe
Fachpublikum, Wissenschaftler, Erwachsene
