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Reporting Physical Activity: Perceptions and Practices of Australian Media Professionals
Ben J Smith1, Catriona M F Bonfiglioli
1School of Public Health and Preventive Medicine, Monash University, Melbourne, VIC, Australia.
Journal of Physical Activity & Health
|October 21, 2014
Summary
News professionals find physical inactivity mundane, but sedentariness novel. To improve public health advocacy, researchers must align messaging with media practices, emphasizing engaging narratives and practical solutions.
Area of Science:
- Public Health
- Media Studies
- Health Communication
Background:
- Scientific evidence is crucial for policy change regarding physical inactivity.
- Mass media plays a vital role in public health advocacy.
- Understanding media professionals' perspectives is key to effective health communication.
Purpose of the Study:
- To investigate how news media professionals perceive and report on physical activity and sedentariness.
- To inform strategic communication efforts aimed at addressing physical inactivity.
Main Methods:
- Interviews were conducted with media professionals from major Australian news outlets (television, radio, newspaper, online).
- Explored professionals' understandings, causal attributions, and perceived responsibilities related to physical activity and sedentariness.
- Thematic analysis using NVivo was employed to analyze interview data.
Main Results:
- Physical inactivity was acknowledged as significant but often deemed unnewsworthy.
- Sedentariness was perceived as a more novel topic than physical activity.
- Media professionals highlighted challenges in presenting these issues visually and engagingly.
Conclusions:
- Researchers and advocates must adapt to news values (novelty, narrative, imagery) for effective media engagement.
- Tailoring messages to be practical and visually appealing can build support for policy and environmental changes.
- Strategic communication requires understanding and leveraging media practices to address physical inactivity.
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