TOPIC
Discuss medical science’s “politics of knowledge” (Ericson 1989:377) and examine how the ‘pubic interest’ is or isn’t served through health reporting.
This paper will examine medical science in terms of research studies and their transformation into ‘news”. Several examples from the blog ‘connectionsinhealth.blogsome.com’ will be analysed. Health beat’s politics of knowledge will be discussed through a Foucauldian discourse in order to understand how “the experts, the researchers [as] the main voice, or “primary definers” (Cottle 2000) maintain their authority. Both a sociological paradigm (Cottle) and a cultural or mythological approach (Bird & Dardenne 1997) will be used to analyse these blogged case studies. Medical journalism literature and critical analyses of health reporting will be used to show how misrepresentations of science constructs reality for the ‘spectators’. Journals such as Journal of American Medical Association, the British Medical Journal and the Medical Journal of Australia analyse health reporting often using a methodological structured approach. By categories such as ‘disease mongering’, and ‘novelty and availability of treatment’ and the use of ethical guidelines such as reporting adverse effects of treatment, citing of independent sources and of funding source (s) (Smith et.al., 2005) their analysis appears scientific but does not necessarily ultimately serve the public interest.
How the public interest is served, considering an audience that is virtually unknown and silent (Levi 2001), is discussed. Defined therefore as an ‘assumed audience’ whom are entitled to participatory democracy. Democratic principles as espoused by the mass media rely on correct and timely information. The Australian Press Council, print media’s self-regulatory industry body, maintains a mandate to inform the public promptly and with sufficient information that they may make their own judgements but this discussion argues that decisions are eskewed when in matters of health, “Media coverage can fuel demand for new treatments, regardless of their efficacy” (Benelli 2003 in Ooi and Chapman 2003). With such demand for medical/health reporting it is obvious that a daily diet of research studies presented as Bird & Dardene suggest ‘every news story springs anew’ can appear on first glance to be for the public good. That Information is presented as it happens and the public may then make medical health decisions, as they are much better informed than their forbearers, is not disputed but the ‘truthfulness and transparency’ (Schudson 2001) of that information is questionable, along with its true publication purpose.
In conclusion, medical, scientific health journalism models a complex social structure that includes specialists with different knowledge bias’. For example the scientific medical journals’ perspective is regulated by a scientific-medical view of the world and their authority is only part of the ‘truth’. These specialists are most often the originator of medical news, particularly scientists, and should not have the only voice, regardless of their authority, in matters relating to public health. Through ‘news’ the public are offered a plethora of partial information at a harried rate often confusing issues with ideas such as ‘work-stress causes heart disease’ constructing reality and with it life’s direction and choices.
This research article concludes that medical science health reporting offers the audience very little. Ericson et. al. (1997:398) may be closer to reality when they argue that ‘news’ actually prevents the public from knowing, because it “fails to meet the expectations of those who use it, whether members of the public; regular sources, or news-media analysts. … the failure of news to provide adequate knowledge, that it is a means not to know.”
Annotations
Bird & Dardenne(1997)
The pretence is maintained that every news story springs anew from the facts of the event being recorded (p333) even though as a communication process, news can act like myth and folklore with easily understood stories being repeated over and over. The principle of consonance (Galtung & Ruge 1965 In Bird & Dardenne1997:338) ensures that events that may actually be different are encoded into frameworks that are already understood and anticipated. News “conveys an impression of endlessly repeated drama whose themes are familiar and well-understood” (Rock 1981:68). “While news is not fiction, it is a story about reality, not reality itself” (p 346) “Yet because of its privileged status as reality and truth, the seductive powers of its narratives are particularly significant”
Cottle 2000
He argues that “who gets “on” or “in” the news is important …. because it sets society’s structure when news privilege[s] the voices of the powerful and marginalise those of the powerless (p427). That is, how society accepts who/what is on or in the news sets economic and social practice. The sociological paradigm encounters access through a hierarchical power structure and the dominant culture where “media reproduce the voices of the powerful who become the “primary definers” of events” (p 432). The cultural paradigm positions access through a symbolic system. Cottle draws on Bird and Dardenne (1988:438) where the “informational content of particular “stories” becomes less important than the rehearsal of mythic “truths” embodied within the story form itself: News stories, like myths, do not “tell it like it is’, but rather, ‘tell it like it means’.
Ericson et. al.,1989
Discusses news as a product of transactions between journalists and their sources arguing that the process of assigning meaning to “events, processes, or states of affairs” is a serious matter because it creates the knowledge hierarchy. The authorised ‘knowers’ are defined and the news organization cohabits, and not only underpins the ‘knowledge’ but also perpetuates their own authority and together they represent the power/knowledge structure.
They argue that “Sources are painfully aware that news does not mirror reality.” They are equally aware that news does mirror images they help to construct. These images are crucial to the constitution of authority in the knowledge structure of society” p 395-396. News typically fails to meet the expectations of those who use it, whether members of the public; regular sources, or news-media analysts. … the failure of news to provide adequate knowledge, that it is a means not to know” p 398
Hall et. al., 1978
He argues that whether we know it or not the media defines significant events offering “powerful interpretations of how to understand these events. Implicit in those interpretations are orientations towards the events and the people or groups involved in them.” (p57).
The construction of the news itself - presentation of the item to its assumed audience of ‘making an event intelligible’ is a social process – constituted by a number of specific journalistic practices, which embody (often only implicitly) crucial assumptions about what society is and how it works” (p54-55).
In the section “media in action: reproduction and transformation” Hall discusses how items are ‘coded’ and translated into conversational language of the public. The media is two pronged – it gives an easily understood message whilst perpetuating the dominant discourse ( p60).
Levi (2001)
The book is a ‘how-to’ on medical journalism with a focus on scientific issues.
Medical reporting “covers scientific, political, economic and ethical aspects of medicine” in environments where science fights for funding and where powerful commercial interests of the health industry playout. Levi discusses medical journalism with the belief that there are definite benefits to the general public. He discusses ‘barriers to serving the audience’, including ‘limited audience contact’ and ‘conflicting agendas between journalists and scientific researchers.
Journalists can be complicit in ‘scientific fraud’ if they do not practice ‘critical medical reporting’.
Moynihan and Sweet (2000)
Television news and current affairs programs routinely broadcast formulaic “breakthrough” medical stories, and often heavily promote them”, overstating therapy benefits, playing down harms and “failed to disclose the relevant industry ties of cited experts”
The article questions the relationship between scientific research and commercial corporations, and points out that these partnerships are actively encouraged in Australia. They cite examples like GlaxoWellcome’s partner, Biota who produced a reported “wonder drug” with “miraculous results” and whose shares rose by 15%. Television introduced the expert professor as an ‘independent professor’ failing to disclose that his research was supported by GlaxoWellcome. They argue that “overly cosy relationships may be affecting research integrity and professional independence”
REFERENCES
Bird, SE and Dardenne, RW. (1997) ‘Myth, Chronicle and Story: Exploring the narrative qualities of news’ In: Berkowtz, D (ed) Social Meaning of News, Sage p333-349.
Cottle, S. (2000) Rethinking news access. Journalism Studies, 1(3):427-448.
Downie, RS., Tannahil, C. and Tannahill, A. (1996) Health Promotion; Models and Values, New York, OUP, Ch 7 & 9.
Ericson, R.V., Baranek, P.M. and Chan, J.B. (1989) Negotiating Control: A study of news sources, Ch 7 Negotiating Control p377-398.
Hall, S. et al (1978) Policing the Crisis, London, MacMillan, Ch 3 The Social Production of News p53-77.
Levi, R (2001) Medical Journalism: Exposing fact, fiction, fraud. Iowa, State University Press pp1-151.
Moynihan, R and Sweet, M. (2000) Medicine, the media and monetary interests: the need for transparency and professionalism. Medical Journal of Australia, 173:631-634.
Ooi, ES and Chapman S. (2003) An analysis of newspaper reports of cancer breakthroughs: hope or hype? Medical Journal of Australia, 179(1):639-543.
Schlesinger, P. (1990) “Rethinking the sociology of Journalism: source strategies and the limits of media-centerism’ In Ferguson, M. Public Communication: the new imperatives, London, Sage.
Schudson, M. (2001) The objectivity norm in American Journalism, Journalism, 2:149-170.
Wall, M. (2005) “Blog of war” weblogs as news. Journalism 6(2) 153-172.