The Press versus Public Opinion: Cancer on the Cover of five Brazilian Newspapers

Abstract

Introduction: Cancer is one of the most feared diseases in current days. Research carried out by the National Cancer Institute José Alencar Gomes da Silva showed that Brazilians associate cancer to pain and suffering. The World Health Organization claims that the chances of cure are high if there is an early diagnosis. in this sense, the press plays an important role because it helps to shape opinions and attitudes. Objective: This article aims to investigate how five newspapers in Brazil disclose cancer on their front pages. Method: This is descriptive, exploratory research and was developed based on the quantitative and qualitative paradigm. We analyzed 45 news stories that contain the word ‘cancer’ and appear on the front page of five Brazilian newspapers, between January and July 2010. These news stories were split into two groups: ‘minimum reference’ and ‘focus on cancer’. We evaluated the positive/neutral/negative content in all investigated texts, studying the keywords that represent those qualities. Results: 17.77% of the news stories are of a positive character; 66.66% are neutral and 15.5% are negative. Considering the news that make a minimum reference to the disease, 81.5% are of a neutral or optimistic character. Considering those whose main subject is cancer, 88% are of a neutral or optimistic character. Conclusion: Most of the news stories studied have an approach that contrasts with the negative view prevalent in the population. Public health policies need to be linked with broader and regular press coverage about the disease.