‘The secret shame’: a content analysis of online news reporting of a celebrity admitting smoking while pregnant

Abstract

Issue addressed: Around one in 10

Content analysis of comments posted on Australian online news sites reporting a celebrity admitting smoking while pregnant

“…14,[19][20][21][22][23] The aim of this research was to identify the extent and nature of online news readers' reactions to online news items that reported the 'Swan pregnant and admitting smoking' announcement and whether these comments provide any health information about the harms of smoking during pregnancy. Previous research relating to this celebrity news story 9 showed that the media coverage focused on whether Swan or other women should be judged for smoking when pregnant. This study examines the arguments shared by online news readers that either supported or opposed this judgement.…”

“…The analysis also noted a lack of information encouraging and supporting pregnant women to quit smoking. 9 Studies of the impact of celebrity health stories have reported improvements in health behaviours such as cancer screening and information seeking. 10,11 However, any important, factual health information reported in these newsworthy 'human interest' storylines tends to be overshadowed by the celebrity-focused content, suggesting missed opportunities for public health practitioners to use these stories as a communication opportunity.…”

“…There are also challenges, particularly for government agencies, such as having the capacity to respond and engage with online audiences. 17,18 The high volume of online news stories and blog posts generated by Swan's announcement, and the large number of reader comments that followed 9 , present an opportunity to explore societal judgement of pregnant women who smoke from the readers' perspective. Understanding how tobacco control issues are framed in news stories by writers and their readers can usefully guide public health practitioner efforts to refute and reshape unsupportive commentary, and address misinformation about smoking and health issues.…”

“…Swan framed her announcement as a confession and a moral failing, resulting in media coverage that focused on the societal judgement of pregnant women who smoke. 9 A content analysis of online news stories reporting Swan's announcement found more content opposed to societal judgement of pregnant women who smoke (57%) than content that supported negative attitudes towards pregnant women who smoke (43%). The analysis also noted a lack of information encouraging and supporting pregnant women to quit smoking.…”

“…10,11 However, any important, factual health information reported in these newsworthy 'human interest' storylines tends to be overshadowed by the celebrity-focused content, suggesting missed opportunities for public health practitioners to use these stories as a communication opportunity. 9,12,13 Studies of online news reporting and reader responses are increasingly relevant.…”