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Type: Journal article
Title: A content analysis of oral health messages in Australian mass media
Author: Jones, K.
Merrick, J.
Beasley, C.
Citation: Australian Dental Journal, 2016; 61(1):16-20
Publisher: Wiley
Issue Date: 2016
ISSN: 1834-7819
Statement of
Kelly Jones, Jessica Merrick and Christine Beasley
Abstract: Background: Social analysis regarding oral health and oral health promotion are almost non-existent in the Australian context. The usefulness of such exploration lies in framing and informing research methodologies and health promotion initiatives and can improve our understanding of oral health behaviours and their social contexts. Methods: We conducted a systematic content analysis of a random sample of popular Australian magazines, newspapers and television shows from May to September 2012. Our sample included the top three best-selling magazines, six weekly newspapers, one from each available Australian state; and the four highest-ranked Australian prime-time television shows and their associated commercials. Results: Data comprised of 72 hours of prime-time television and 14,628 pages of hardcopy media. 71 oral health related media ‘incidents’ were counted during a five month period. Only 1.5% of incidents referenced fluoride and only two made dietary references. Women were represented almost six times more than men and the majority of oral health related incidents conveyed no social context (63%). Conclusions: Oral health messages conveyed in Australian media fail to provide a social context for preventative or health-promoting behaviours. In light of increased levels of oral disease and retention of natural teeth, more community-based oral health promotion and support for oral health literacy would be prudent in the Australian context.
Keywords: oral health; media; messages; health promotion; content analysis; qualitative research
Description: Accepted manuscript online: 27 JAN 2015
Rights: © 2015 Australian Dental Association
RMID: 0030039245
DOI: 10.1111/adj.12300
Appears in Collections:Politics publications

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