Expert: Media doesn't cover prevention

EAST LANSING, Mich., April 18 (UPI) -- A U.S. expert, who says the media can be more influential than physicians, blames the media for not reporting enough on how to prevent breast cancer

Charles Atkin of Michigan State University has conducted an analysis of national coverage of breast cancer and finds the media covers patients and treatment much more than prevention.

The study, published in the Journal of Health Communication, analyzed breast-cancer coverage in The New York Times, the Los Angeles Times, USA Today, Time, Newsweek, U.S. News and World Report, NBC Nightly News, ABC World News Tonight and the CBS Evening News in 2003 to 2004 and found 18 percent of the coverage was on prevention.

"The biggest single type of story was about breast cancer treatment, and narratives lend themselves much better to that kind of story," Atkin said in a statement. "The media really under-represent the risks involving lifestyle and the prevention activities people can make."

Factors such as family history and age are beyond one's control, but there some steps -- such as diet, exercise and avoiding known risks such as alcohol and hormone replacement therapy that women can take to reduce their risk of breast cancer, Atkin said.

"The media in general have a large influence on what women believe is risky and what they learn about how to prevent breast cancer," he said. "Some ongoing studies are finding that the media, along with friends and family members, are more influential than even physicians."