Identifier

etd-03282006-160416

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

Direct-to-consumer advertising of prescription drugs receives significant attention from academic researchers. Advertising, however, is not the only way prescription drugs are discussed in the public sphere. Many Americans learn about science through mass media. Additionally, researchers believe readers place more trust in editorial content than in advertisements. This study took a quantitative and qualitative approach to content analysis of prescription drug coverage to examine the effects of the highly publicized and controversial Vioxx recall on the news. Significant changes in framing, drugs mentioned, and prominence of story placement were shown. There were no changes in sources used in prescription drug coverage, and the absence of personal stories in news coverage was an important discovery, which may help explain the drop in prominence of articles in newspapers.

Date

2006

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Lisa Lundy

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