Background: Research suggests that social stigma and nihilistic beliefs can have adverse impacts on outcomes for lung cancer patients, influencing treatment decisions and psychological wellbeing.

 

The aim of this investigation was to gain a better understanding of the mainstream metropolitan media’s contribution to social stigma and nihilistic beliefs associated with lung cancer, to help inform public health messaging strategies.

 

Objective: To undertake a quantitative and qualitative analysis of newspaper, radio and television reportage of lung cancer in comparison with other common cancers in Australia, examining inferences about survival and implicit editorial bias towards optimism or pessimism.

 

Methods: Analysis of major Australian newspaper, radio and television news coverage for all mentions of lung, breast, prostate, bowel cancer and melanoma between 1 July 2011 and 30 June 2012.

 

Results: A total of 77,304 press and broadcast reports mentioned one or more of the nominated cancer types during the investigation period. Breast cancer was the most prominent by a considerable margin, with 39,409 reports, comprising just over half of all mentions. Prostate cancer was next with 14,861 (19.2%), followed by bowel cancer (8,696 or 11.2%), melanoma (8,524 or 11.0%) and lung cancer (5,814 or 7.5%). Breast cancer alone comprised almost half of total audience reach, while lung cancer comprised less than 9%.

 

Conclusions: Despite being one of the most common cancers in Australia, lung cancer is significantly underrepresented in mainstream metropolitan news coverage. Qualitative analysis also suggests a more pessimistic bias in reports of lung cancer compared to other common cancers, with implications for reinforcement and perpetuation of social stigma and nihilistic beliefs.