Gender and heart disease in mass print media: 1991, 1996, 2001

Using a qualitative content analysis, this paper investigates the portrayal of heart disease among men and women in 75 articles of the 20 highest circulating mass print magazines in 1991, 1996 and 2001 available in Canada and published in the United States and Canada. The majority of articles were directed at men. Whether the article focused on men or women, the depiction of heart disease tended to be gendered. For men, heart disease was described as almost inevitable and as a badge of successful manhood. Its experience and treatment were portrayed as mechanical and aggressive, as well as the result of individual lifestyle choices that could be "fixed" by the individual himself. In comparison, women's heart disease was portrayed as something of which to be ashamed, especially since diagnosis conflicts with the role of "caregiver." Women were described as ignorant, emotional victims. Moreover, women's bodies were portrayed as pathological, especially after menopause. Practical and theoretical implications of the findings are discussed.