Table 5.

Framing: Angles

	M1 (n = 419) Public impact		M2 (n = 421) Economic impact		M3 (n = 421) Controversial new information		M4 (n = 420) Human interest		M5 (N = 420) Need to change personal behavior
Independent variables	OR	95% CI	OR	95% CI	OR	95% CI	OR	95% CI	OR	95% CI
Organization not owned     by public corporation     whose shares are     traded on an exchange	0.70~	(0.48, 1.04)	0.79~	(0.60, 1.04)	0.65**	(0.50, 0.85)	1.00~	(0.68, 1.47)	1.14~	(0.88, 1.49)
Organization not owned     by a group or chain	0.65*	(0.45, 0.93)	1.12~	(0.86, 1.49)	1.72***	(1.32, 2.23)	0.50***	(0.34, 0.72)	0.99~	(0.76, 1.29)
Small media     organization (defined     as <30 full-time news     and editorial staff)	1.16~	(0.83, 1.63)	0.76*	(0.59, 0.98)	0.60***	(0.47, 0.76)	1.83**	(1.29, 2.60)	1.03~	(0.82, 1.32)
Bachelor’s degree or less	1.30~	(0.91, 1.87)	0.70*	(0.53, 0.92)	0.60***	(0.46, 0.79)	2.54***	(1.81, 3.55)	1.30~	(0.99, 1.71)
1–15 years working as a     reporter or editor	0.90~	(0.65, 1.24)	1.04~	(0.82, 1.32)	0.70**	(0.56, 0.88)	0.63**	(0.45, 0.86)	0.76*	(0.60, 0.95)
Do not have freedom in     determining which     aspects of the story      should be emphasized	0.41***	(0.28, 0.60)	0.80~	(0.57, 1.13)	0.75~	(0.55, 1.03)	0.67~	(0.45, 1.00)	0.49***	(0.36, 0.67)

2005 NCI survey of U.S. health and medical science reporters and editors.

Odds ratios and 95% confidence intervals for weighted, multivariable fitted logistic regression models that describe the odds of saying that a given priority is “very important/important” when reporting on a health story, by organizational and individual characteristics of reporters and editors.

^~p< .10

^*p< .05

^**p< .01

^***p< .0001.

Referent categories: Organization owned by a public corporation; organization owned by a group or chain; large media organization; master’s degree or more; 16+ years working as reporter or editor; does have freedom to determine emphasis.