Title page for ETD etd-03282006-160416

Type of Document Master's Thesis
Author Hotard, Rebecca Ann
Author's Email Address rhotar2@lsu.edu
URN etd-03282006-160416
Title Media Framing of Prescription Drug Coverage Following a Recall
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Lisa Lundy Committee Chair
Judith Sylvester Committee Member
Margaret DeFleur Committee Member
  • merck
  • pfizer
Date of Defense 2006-03-17
Availability unrestricted
Direct-to-consumer advertising of prescription drugs receives significant attention from academic researchers. Advertising, however, is not the only way prescription drugs are discussed in the public sphere. Many Americans learn about science through mass media. Additionally, researchers believe readers place more trust in editorial content than in advertisements. This study took a quantitative and qualitative approach to content analysis of prescription drug coverage to examine the effects of the highly publicized and controversial Vioxx recall on the news. Significant changes in framing, drugs mentioned, and prominence of story placement were shown. There were no changes in sources used in prescription drug coverage, and the absence of personal stories in news coverage was an important discovery, which may help explain the drop in prominence of articles in newspapers.
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