How Are the Links between Alcohol Consumption and Breast Cancer Portrayed in Australian Newspapers?: A Paired Thematic and Framing Media Analysis

Abstract

A dose-dependent relationship between alcohol consumption and increased breast cancer risk is well established, even at low levels of consumption. Australian women in midlife (45–64 years) are at highest lifetime risk for developing breast cancer but demonstrate low awareness of this link. We explore women’s exposure to messages about alcohol and breast cancer in Australian print media in the period 2002–2018. Methods: Paired thematic and framing analyses were undertaken of Australian print media from three time-defined subsamples: 2002–2004, 2009–2011, and 2016–2018. Results: Five key themes arose from the thematic framing analysis: Ascribing Blame, Individual Responsibility, Cultural Entrenchment, False Equilibrium, and Recognition of Population Impact. The framing analysis showed that the alcohol–breast cancer link was predominantly framed as a behavioural concern, neglecting medical and societal frames. Discussion: We explore the representations of the alcohol and breast cancer risk relationship. We found their portrayal to be conflicting and unbalanced at times and tended to emphasise individual choice and responsibility in modifying health behaviours. We argue that key stakeholders including government, public health, and media should accept shared responsibility for increasing awareness of the alcohol–breast cancer link and invite media advocates to assist with brokering correct public health information.

Examining social class as it relates to heuristics women use to determine the trustworthiness of information regarding the link between alcohol and breast cancer risk

“…It is therefore critical that we engage in approaches to messaging that are salient for women in different social groupings and identify the resources they might use to generate ‘common sense’ that aligns with public health messaging. Indeed, research investigating topics and sources of ‘memorable’ (which may be a proxy for common sense) breast cancer information suggest that the top sources of memorable information are found through media [ 46 , 58 ], the channel largely used in these organizations in their promotional material. Unfortunately, data suggest that prevention is the least memorable topic of breast cancer information (6%), following early detection (38%), awareness (31%) and treatment messages (26%) [ 46 ].…”

“…It is also important to note that these data are not generalisable to other alcohol-related harms (e.g., associations with other cancers) as health behaviour is shaped by a myriad of factors (e.g., knowledge, emotions [ 80 ]) that will likely be unique to the health/disease risk under consideration. Nonetheless, our work allows us to identify the best means for communicating with women, providing insight into the best heuristics for providing information to women and recognising it still may be difficult for them to reduce alcohol without additional cultural/societal shifts [ 12 , 58 ]. While we did not explore trust in the messages about alcohol risks that are communicated by alcohol industry-funded organizations, this is an area for research extension.…”

“…Interviews were conducted with 50 midlife (aged [45][46][47][48][49][50][51][52][53][54][55][56][57][58][59][60][61][62][63][64] women living in South Australia, diversified by self-reported alcohol consumption and social class. Women were asked to describe where they sought health information, how they accessed information specific to breast cancer risk as it relates to alcohol, and how they determined whether (or not) such information was trustworthy.…”

“…There has been a proliferation of breast cancer risk messaging and indeed, misinformation, available to women regarding breast cancer risk [ 58 ]. In the context of messaging about the link between alcohol and breast cancer then, the trustee may be a healthcare provider, someone posting on a personal social media feed, traditional media, a person’s doctor or other health professional, a non-government organization (NGO) or the State or Federal Government.…”

Revisiting Candidacy: What Might It Offer Cancer Prevention?

“…In a survey of Australian adults, people reported feeling uncertainty about the link between alcohol and cancer; and 23% of those reporting they knew about the link, reported a belief that red wine had no negative effect on cancer risk, with 25% reporting they thought red wine decreased cancer risk [ 23 ]. Contributing to this confusion is mixed messages about whether alcohol is harmful or helpful to health, which have been promulgated by media commentary [ 24 ]. To clarify risks regarding alcohol, the Australian National Health and Medical Research Council guidelines were recently updated with the statement ‘there is no safe level of alcohol consumption’ [ 25 ].…”