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Portland Water Fluoridation: A Newspaper Analysis
Allison Bianchi1, Martha Dewey Bergren1, Patricia Ryan Lewis1
1Advanced Population Health, Health Systems Leadership & Informatics, University of Illinois at Chicago, Chicago, Illinois.
Public Health Nursing (Boston, Mass.)
|July 22, 2016
Summary
Newspapers slightly favored community water fluoridation (CWF) messaging during Portland
Area of Science:
- Public Health
- Health Communication
- Health Policy
Background:
- Portland, Oregon, is the largest US city lacking community water fluoridation (CWF).
- A 2013 CWF campaign in Portland failed.
- Newspapers play a role in shaping public opinion on health policies.
Purpose of the Study:
- To analyze newspaper messaging during Portland's 2013 CWF campaign.
- To evaluate the slant and content of pro- and anti-fluoridation messages.
- To understand the influence of media on CWF public policy.
Main Methods:
- Newspaper content analysis of the 2013 CWF campaign.
- Categorization of news content by type and slant (pro-, anti-, neutral).
- Tabulation of 34 variables (23 anti-fluoridation, 11 pro-fluoridation).
Main Results:
- Overall newspaper messaging was slightly pro-fluoridation (35% vs. 32% anti-fluoridation, 33% neutral).
- Editorial content was overwhelmingly pro-fluoridation (85%).
- Key anti-fluoridation themes included "alternatives," "mass medication," and "political process" concerns; pro-fluoridation themes focused on "tooth decay" and "social justice."
Conclusions:
- Newspapers can significantly influence public opinion regarding community water fluoridation.
- Understanding media messaging is crucial for successful public health campaigns like CWF.
- Targeted messaging addressing common concerns may improve CWF acceptance.
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