Abstract
Mass media is an influential source of skin cancer and tanning information for the public, but we know little about its content or emphasis. The objective of this research was to describe the volume and nature of skin cancer and tanning messages in 20 popular U.S. men’s and women’s magazines (2000–2012). We used a directed content analysis to determine frequency information about risk factors and ultraviolet (UV) behaviors in 608 articles and 930 images. Chi-square and Fisher’s exact tests determined coverage differences based on content type (text vs. image) and target audience (women vs. men). UV exposure was the most common risk factor mentioned (37.7 %) and sunscreen use the most common behavior encouraged (60.0 %); information about other risk factors and protective behaviors was uncommon. Both articles (25.2 %) and images (36.9 %) promoted the tanned look as attractive. In most cases, images infrequently contained helpful information on skin cancer risk factors and prevention, except for high-SPF sunscreens. Women’s magazines published more articles on skin cancer and tanning than men’s magazines (456 vs. 159, χ2 = 143.43, P < .01), and the nature of the messages differed between them. Magazine skin cancer and tanning content may contribute to inaccurate public understanding of risks and prevention. These findings are relevant to cancer educators, who may wish to counter potentially harmful messages and enhance positive ones through cancer education efforts.
Similar content being viewed by others
References
U.S. Department of Health and Human Services (2014) The Surgeon General’s Call to Action to Prevent Skin Cancer. Washington, DC: U.S. Department of Health and Human Services, Office of the Surgeon General.http://www.surgeongeneral.gov/library/calls/prevent-skin-cancer/call-to-action-prevent-skin-cancer.pdf Accessed 23 Sept 2014
Dixon H, Warne C, Scully M, Dobbinson S, Wakefield M (2014) Agenda-setting effects of sun-related news coverage on public attitudes and beliefs about tanning and skin cancer. Health Commun 29:173–181
Jalleh G, Donovan RJ, Lin C, Slevin T (2008) Changing perceptions of solaria and cancer risk: the role of the media. Med J Aust 188:735
Dixon H, Dobbinson S, Wakefield M, Jamsen K, McLeod K (2008) Portrayal of tanning, clothing fashion and shade use in Australian women's magazines, 1987-2005. Health Educ Res 23:791–802
Makin JK, Dobbinson SJ (2009) Changes in solarium numbers in Australia following negative media and legislation. Aust N Z J Public Health 33:491–494
Buster KJ, You Z, Fouad M, Elmets C (2012) Skin cancer risk perceptions: a comparison across ethnicity, age, education, gender, and income. J Am Acad Dermatol 66:771–779
Wehner MR, Chren MM, Nameth D, Choudhry A, Gaskins M, Nead KT, Boscardin WJ, Linos E (2014) International prevalence of indoor tanning: a systematic review and meta-analysis. JAMA Dermatol 150:390–400
Buller DB, Cokkinides V, Hall HI et al (2011) Prevalence of sunburn, sun protection, and indoor tanning behaviors among Americans: review from national surveys and case studies of 3 states. J Am Acad Dermatol 65:S114–S123
McWhirter JE, Hoffman-Goetz L (2014) A systematic review of visual image theory, assessment, and use in skin cancer and tanning research. J Health Commun 19:738–757
McWhirter JE, Hoffman-Goetz L (2013) Systematic review of population-based studies on the impact of images on UV attitudes and behaviours. Health Promot Int. doi:10.1093/heapro/dat031
Zillmann D, Gibson R, Sargent SL (1999) Effects of photographs in news-magazine reports on issue perception. Media Psychol 1:207–228
National Cancer Institute. SEER Stat Fact Sheets: Melanoma of the Skin. http://seer.cancer.gov/statfacts/html/melan.html Accessed 23 Sept 2014
Ramirez CC, Federman DG, Kirsner RS (2005) Skin cancer as an occupational disease: the effect of ultraviolet and other forms of radiation. Int J Dermatol 44:95–100
Cho H, Hall JG, Kosmoski C, Fox RL, Mastin T (2010) Tanning, skin cancer risk, and prevention: a content analysis of eight popular magazines that target female readers: 1997-2006. Health Commun 25:1–10
Riffe D, Lacy S, Fico F (2013) Analyzing media messages: using quantitative content analysis in research, 3rd edn. Routledge, New York
Cokkinides V, Kirkland D, Andrews K, Sullivan K, Lichtenfeld JL (2012) A profile of skin cancer prevention media coverage in 2009. J Am Acad Dermatol 67:570–575
Green A, Williams G, Neale R et al (1999) Daily sunscreen application and betacarotene supplementation in prevention of basal-cell and squamous-cell carcinomas of the skin: a randomised controlled trial. Lancet 354:723–729
Green AC, Williams GM, Logan V, Strutton GM (2011) Reduced melanoma after regular sunscreen use: randomized trial follow-up. J Clin Oncol 29:257–263
Sahn RE, McIlwain MJ, Magee KH, Velefar E, Chen SC (2012) A cross-sectional study examining the correlation between sunless tanning product use and tanning beliefs and behaviors. Arch Dermatol 148:448–454
Jackson KM, Aiken LS (2006) Evaluation of a multicomponent appearance-based sun-protective intervention for young women: uncovering the mechanisms of program efficacy. Health Psychol 25:34–46
Pagoto SL, Schneider KL, Oleski J, Bodenlos JS, Ma Y (2010) The sunless study: a beach randomized trial of skin cancer prevention intervention promoting sunless tanning. Arch Dermatol 146:979–984
Keeney S, McKenna H, Fleming P, Mcilfatrick S (2010) Attitudes to cancer and cancer prevention: what do people aged 35-54 years think? Eur J Cancer Care 19:769–777
Coups EJ, Manne SL, Heckman CJ (2008) Multiple skin cancer risk behaviors in the U.S. population. Am J Prev Med 34:87–93
Lewis EC, Mayer JA, Slymen D (2006) Postal workers’ occupational and leisure-time sun safety behaviors (United States). Cancer Causes Control 17:181–186
American Psychological Association (2007) Report of the APA Task Force on the Sexualization of Girls. APA, Washington DC
Chang C, Murzaku EC, Penn L et al (2014) More skin, more sun, more tan, more melanoma. Am J Public Health 104:e92–e99
Malkin AR, Wornian K, Chrisler JC (1999) Women and weight: gendered messages on magazine covers. Sex Roles 40:647–655
Lee ET, O’Riordan D, Swetter SM, Demierre MF, Brooks K, Geller AC (2006) Sun care advertising in popular U.S. magazines. Am J Health Promot 20:349–352
Chapman S, Marks R, King M (1992) Trends in tans and skin protection in Australian fashion magazines, 1982 through 1991. Am J Public Health 82:1677–1680
Basch CH, Hillyer GC, Ethan D, Berdnik A, Basch CE (2014) Tanning shade gradations of models in mainstream fitness and muscle enthusiast magazines: implications for skin cancer prevention in men. Am J Men’s Health. doi:10.1177/1557988314543511
McWhirter JE, Hoffman-Goetz L (2014) North American magazine coverage of skin cancer and recreational tanning before and after the WHO/IARC 2009 classification of indoor tanning devices as carcinogenic. J Cancer Educ. doi:10.1007/s13187-014-0726-7
McWhirter JE, Hoffman-Goetz L (2015) Coverage of skin cancer and recreational tanning in North American magazines before and after the landmark 2006 International Agency for Research on Cancer report. BMC Public Health. doi:10.1186/s12889-015-1511-1
Acknowledgments
This work was supported by the Canadian Institutes of Health Research (JEM) and the Social Sciences and Humanities Research Council of Canada (LHG). The authors thank T. Harms and the Inter-library Loan department at the University of Waterloo for help with coordinating data collection.
Conflict of interest
None to declare.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
McWhirter, J.E., Hoffman-Goetz, L. Coverage of Skin Cancer Risk Factors and UV Behaviors in Popular U.S. Magazines from 2000 to 2012. J Canc Educ 31, 382–388 (2016). https://doi.org/10.1007/s13187-015-0808-1
Published:
Issue Date:
DOI: https://doi.org/10.1007/s13187-015-0808-1