Table 1.
Quantitative content analysis codes (advertisements and articles), frequency (%) each code was represented by disease category and P-value for Fisher's exact test
| Code | Sub-category | Heart disease, N = 21 | Breast cancer, N = 106 | P |
|---|---|---|---|---|
| Number of pieces that were articles | — | 6 (28.6%) | 49 (46.2%) | P = 0.10 |
| Collection period | September–October | 7 (33.3%) | 96 (90.5%) | P < 0.001 |
| January–February | 14 (66.6%) | 10 (9.4%) | ||
| Risk statistic (yes) | — | 4 (19.0%) | 30 (28.3%) | P = 0.28 |
| Image included (yes) | — | 20 (95.2%) | 86 (81.1%) | P = 0.19 |
| Image size | Small | 5 (25.0%) | 27 (31.4%) | P = 0.86a |
| Medium | 6 (30.0%) | 24 (27.9%) | ||
| Large | 9 (45.0%) | 35 (40.7%) | ||
| Medical image (yes) | — | 1 (5.0%) | 11 (12.8%) | P = 0.31a |
| Person in image (yes) | — | 13 (65.0%) | 66 (76.7%) | P = 0.58a |
| Number of people | One to three people | 11 (84.6%) | 48 (72.7%) | P = 0.30b |
| Three or more | 2 (15.4%) | 18 (27.3%) | ||
| Gender | Women only | 9 (69.2%) | 59 (89.4%) | P = 0.09b |
| Men only | 1 (7.7%) | 1 (1.5%) | ||
| Mixed | 3 (23.1%) | 6 (9.1%) | ||
| Age | Under 40 years | 6 (46.2%) | 31 (47.2%) | P = 0.02b |
| 40–65 years | 4 (30.8%) | 7 (9.1%) | ||
| 65 years or older | 1 (7.7%) | 0 | ||
| Mixed | 2 (15.4%) | 28 (42.4%) | ||
| Ethnicity | All Caucasian | 9 (69.2%) | 51 (71.3%) | P = 0.01b |
| All Asian | 1 (7.7%) | 0 | ||
| All African | 2 (15.4%) | 5 (7.5%) | ||
| All south-east Asian | 0 | 1 (1.5%) | ||
| Mixed | 1 (7.7%) | 9 (13.6%) | ||
| Tone | Prescriptive | 3 (14.3%) | 13 (12.3%) | P = 0.49 |
| Survivorship | 1 (4.8%) | 10 (9.4%) | ||
| Fearful | 0 | 9 (8.5%) | ||
| Medical or Research | 2 (9.5%) | 14 (13.2%) | ||
| Human interestc | 3 (50%) | 15 (30.6%) | P = 0.30 | |
| Research studyc | 2 (33.3%) | 18 (36.7%) | P = 0.62 | |
| Prevention mentioned (yes)c | 6 (100%) | 21 (44.7%) | P = 0.01 | |
| Sourcec | Researcher | 3 (50%) | 20 (40.8%) | P = 0.50 |
| Survivor | 1 (16.7%) | 12 (24.5%) | P = 0.56 | |
| Family member | 1 (16.7%) | 5 (10.2%) | P = 0.52 | |
| Health practitioner | 1 (16.7%) | 18 (36.7%) | P = 0.31 | |
| Celebrity | 0 | 1 (2.0%) | P = 0.89 | |
aCalculated only for those items that included an image (denominators are 20 for heart disease and 86 for breast cancer).
bCalculated only for those items that had a person in the image (denominators are 13 for heart disease and 66 for breast cancer).
cOnly articles were coded (6 heart disease articles and 49 breast cancer articles).