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Jennifer McWhirter PhD Candidate Laurie Hoffman-Goetz PhD, MPH

A mixed-method approach to mass media content about skin cancer and recreational tanning in teen girls’ magazines (2000-2012). Jennifer McWhirter PhD Candidate Laurie Hoffman-Goetz PhD, MPH. Skin Cancer, Tanning, and Mass Media. 1 in 5. Skin Cancer, Tanning, and Mass Media.

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Jennifer McWhirter PhD Candidate Laurie Hoffman-Goetz PhD, MPH

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  1. A mixed-method approach to mass media content about skin cancer and recreational tanning in teen girls’ magazines (2000-2012) Jennifer McWhirterPhD Candidate Laurie Hoffman-Goetz PhD, MPH

  2. Skin Cancer, Tanning, and Mass Media 1in5

  3. Skin Cancer, Tanning, and Mass Media

  4. IARC & WHO Reports 2009 WHO Report 2006 IARC Report

  5. Objective & Methods Evaluate volume & nature of skin cancer and tanning coverage in teen girls’ magazines (2000-2012) • risk factors • UV attitudes/behaviours • early detection • time frame • content type

  6. Methods Directed content analysis: 47 articles, 170 images Two magazines: Seventeen, Teen Vogue

  7. Results: Time frame comparisons 2006 IARC Report: • increase in volume of coverage • mostly no change in skin cancer content 2009 WHO Report: • no change in volume of coverage • no change in skin cancer content

  8. Results: Content type comparisons Text (vs images) more often: • conveyed risk factors • promoted UV protection/avoidance • encouraged early detection Both text and images: • promoted tanned look “Jamie wanted a ‘killer’ tan, and that’s what she got. She died when she was just 20.” Teen Vogue, 2010

  9. Conclusions & Implications • Minimal impact of landmark skin cancer & UV exposure reports • Discordant messages between text and images • Teen girls receiving mixed messages about skin cancer and tanning Funding Sources:

  10. A mixed-method approach to mass media content about skin cancer and recreational tanning in teen girls’ magazines (2000-2012) Jennifer McWhirter,PhD Candidate &Laurie Hoffman-Goetz, PhD, MPHSchool of Public Health and Health Systems, University of Waterloo (Waterloo ON, Canada) If you have chronic, unprotected sun exposure, your risk of developing skin cancer increases.Teen Vogue, 2008 Methods Background • Melanoma is the most common cancer among 15-34 year olds in Canada; the incidence of skin cancer is increasing among young women. • Skin cancer is largely preventable, with a high likelihood of survival when caught early. • Mass media is an important and influential source of information about skin cancer and tanning. • Indoor tanning is common among teen girls; primary reasons related to appearance. • Two major international reports link skin cancer and recreational tanning (Group 1 carcinogen): 2006 International Agency for Research on Cancer (IARC) report and 2009 World Health Organization (WHO) report. Research Orientation: Directed content analysis. Codes developed based on American Academy of Dermatology/Canadian Cancer Society risk factors, prevention behaviours, and early detection information for skin cancer, and prior research by authors. Data Collection: Highest-circulating North American female youth magazines – Teen Vogue (2,025,299), Seventeen (1,018,242) – identified; article text and images obtained for 2000-2012 Coding Reliability:Inter-coder kappa scores were high ranging from 0.85 (e.g., protective clothing) to 1.00 (e.g., UV exposure). Statistical Analyses:Chi-square (2) and Fisher’s exact test using SPSS v21; p<0.05 considered significant Data: 47 articles about skin cancer or tanning published between 2000 and 2012; 170 images within these articles (range=1-17 images per article; mean=4, SD=3) With skin cancer on the rise among teen girls, there’s no excuse for skipping sunscreen. Seventeen, 2012 Objective To evaluate the volume and nature of skin cancer and tanning coverage in teen girls’ magazines (2000-2012) with regards to risk factors, UV attitudes and behaviours, and early detection information. The presence of these variables was compared by: 1) content type (text vs images); and 2) time frame (before vs after 2006 IARC and 2009 WHO reports). You don’t have to stop lying out altogether, but protection is a must. Seventeen, 2004 Results Comparison of Skin Cancer Risk Factors Between Text & Images Comparison of Screening Variables Between Text & Images Jamie wanted a “killer” tan, and that’s what she got. She died when she was just 20.Teen Vogue, 2010 n.s. = not significant For cells with n < 5 expected cell count, Fisher’s exact test was used in place of the Chi-square test. Summertime means showing off a glowing complexion, but you don’t need to hit the beach to achieve it. Teen Vogue, 2009 For cells with n < 5 expected cell count, Fisher’s exact test was used in place of the Chi-square test. n.s. = not significant Before and After 2006 IARC Report Comparison of UV Attitudes & Behaviours Between Text & Images • Significantly more articles on skin cancer and tanning appeared after (65%) compared to before (35%) 2006 IARC Report (2=3.93, df=1, p=0.05) • Only 3 articles mentioned the 2006 IARC report • No significant differences for risk factors, UV attitudes & behaviours, or early detection variables in text or images before vs after this report, except for encouraging sunscreen use in text, which increased after 2006 (2=4.20, df=1, p=0.04) Before and After 2009 WHO Report • No significant difference in volume of articles appearing after (54%) compared to before (46%) 2009 WHO Report (2=0.14, df=1, not significant) • No significant differences for risk factors, UV attitudes & behaviours, or early detection variables in text or images before vs after this report For cells with n < 5 expected cell count, Fisher’s exact test was used in place of the Chi-square test. n.s. = not significant Conclusions and Implications • Time Frame Comparisons: • IARC report, but not WHO report, had a small but significant impact on frequency of media coverage of skin cancer and tanning geared toward teenage girls, but the content of that coverage (risk factors, attitudes and behaviours, screening) generally did not improve • Implications: • Teen girls receiving mixed messages from popular magazines: UV exposure is dangerous, but a tan is attractive • Public health professionals should consider ways to work effectively with media and develop health communication and social marketing campaigns to counteract these mixed messages • Text and Image Comparisons: • Risk factors, except for UV exposure, were mentioned/depicted infrequently; conveyed more through text than images • Text discouraged indoor tanning and promoted sunscreen use more frequently than images; other ways of protecting oneself from UV exposure were mentioned/depicted infrequently • Little emphasis on screening (early detection) of skin cancer, but more so in text than images • Both text and images promoted tanned look as cosmetically desirable Funding Sources:

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