Abstract
Objective
Skin cancer is a significant public health problem among Canadians. Knowledge and attitudes about health are informed by mass media. The aim of our study was to describe the volume and nature of coverage of skin cancer and recreational tanning in Canadian women’s magazines.
Methods
Directed content analysis on article text and images in six popular Canadian women’s magazines (Chatelaine, Canadian Living, Homemakers, Flare, FASHION, ELLE Canada) from 2000–2012 with attention to risk factors, ultraviolet radiation (UV) exposure and protection behaviours, and early detection. Six popular American women’s magazines were used for a between-country comparison.
Results
There were 154 articles (221 images) about skin cancer and tanning published over 1 3 years. Volume of coverage did not increase in a linear fashion over time. The most common risk factor reported on was UV exposure (39%), with other risk factors less frequently identified. Although 72% of articles promoted sunscreen use, little content encouraged other protection behaviours. Only 15% of articles and 1 % of images discouraged indoor tanning, while 41 % of articles and 53% of images promoted the tanned look as attractive. Few articles (<11 %) reported on early detection. Relative to American magazines, Canadian magazines had a greater proportion of content that encouraged sunscreen use and promoted the tanned look and a lesser proportion of content on risk factors and early detection.
Conclusion
Skin cancer and tanning messages in Canadian women’s magazines had a narrow focus and provided limited information on risk factors or screening. Conflicting messages about prevention (text vs. images) may contribute to harmful UV behaviours among Canadian women.
Key words: Sunbathing, ultraviolet rays, suntan, melanoma, beauty, communications media
Résumé
Objectif
Le cancer de la peau est un important problème de santé publique chez les Canadiens. Les connaissances et les attitudes en santé sont formées par les médias de masse. L’objectif de notre étude était de décrire le volume et la nature de la couverture du cancer de la peau et du bronzage de beauté dans les périodiques canadiens pour les femmes.
Méthodes
Analyse de contenu du texte et des images des articles de six périodiques canadiens pour les femmes (Chatelaine, Canadian Living, Homemakers, Flare, FASHION, ELLE Canada) de 2000 à 2012, axée sur les facteurs de risque, les comportements d’exposition aux rayons ultraviolets (UV) et de protection, et la détection précoce. On a utilisé six périodiques américains populaires pour les femmes pour la comparaison entre les pays.
Résultats
Cent cinquante-quatre (154) articles (221 images) sur le cancer de la peau et le bronzage ont été publiés sur 1 3 ans. Le volume de la couverture n’a pas augmenté de façon linéaire au fil du temps. Le facteur de risque le plus traité était l’exposition aux rayons UV (39 %) et d’autres facteurs étaient mentionnés moins fréquemment. Peu de contenu encourageait d’autres comportements de protection même si 72 % des articles faisaient la promotion des écrans solaires. Seulement 15 % des articles et 1 % des images décourageaient le bronzage intérieur tandis que 41 % des articles et 53 % des images faisaient la promotion de la beauté d’une peau bronzée. Peu d’articles (<11 %) mentionnaient la détection précoce. Les périodiques canadiens, comparés aux périodiques américains, avaient une plus grande proportion de contenu qui encourageait le recours aux écrans solaires et favorisait le bronzage et une moins grande proportion de contenu sur les facteurs de risque et la détection précoce.
Conclusion
Les messages sur le cancer de la peau et le bronzage dans les périodiques canadiens pour les femmes portent peu d’attention aux facteurs de risque et au dépistage et offrent peu d’information sur ces sujets. Les messages contradictoires sur la prévention (texte c. images) peuvent contribuer aux comportements dommageables en matière d’UV chez les femmes canadiennes.
Mots Clés: bain de soleil, rayons ultraviolets, bronzage, mélanome, beauté, médias de communication
Footnotes
Acknowledgements: This work was supported by grants from the Canadian Institutes of Health Research (Jennifer McWhirter) and the Social Sciences and Humanities Research Council of Canada (Laurie Hoffman-Goetz). The authors thank Ted Harms and the Inter-library Loan department at the University of Waterloo for help with coordinating data collection.
Conflict of Interest: None to declare.
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