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A content analysis of news coverage of skin cancer prevention and detection, 1979-2002
Unformatted Document Text:  Skin cancer news coverage 19 By building such constituencies for skin cancer, by forging lasting relationships with news producers, and taking strides to help shape the content of news coverage, a similar mobilization effort could be made for skin cancer. Known as media advocacy (c.f. Wallack, Dorfman, & Makani, 1993), this strategy holds great promise for catapulting an issue onto the media’s agenda. The fact that every president and vice president of the United States since 1980 (with the exception of Dan Quayle)-- and some of their wives and children—have been diagnosed with skin cancer suggests that prominent and powerful people might be willing to promote the cause.

Authors: Stryker, Jo. and Solky, Benjamin.
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Skin cancer news coverage
19
By building such constituencies for skin cancer, by forging lasting relationships with news
producers, and taking strides to help shape the content of news coverage, a similar mobilization
effort could be made for skin cancer. Known as media advocacy (c.f. Wallack, Dorfman, &
Makani, 1993), this strategy holds great promise for catapulting an issue onto the media’s
agenda. The fact that every president and vice president of the United States since 1980 (with
the exception of Dan Quayle)-- and some of their wives and children—have been diagnosed
with skin cancer suggests that prominent and powerful people might be willing to promote the
cause.


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