Studying the reporting of health in the news and current affairs media over the past weeks has revealed an important element of this news sector - the audience of health reports seems to be different from that of other beats.
When I say “different”, I mean in purpose, rather than demographics. While many news articles are written for the primary purpose of informing their audience, readers of health articles appear to be in search of more than just information - they want to USE the information they read to improve their own health.
The audience are likely not to just read the articles, but will treat them as advice or instructions.
A perfect example of this is a series of reports featured on A Current Affair about Dr John Holt, a Perth-based surgeon, “whom many believe has the cure for cancer” through a radio-wave therapy treatment. A Current Affair states clearly that Holt’s treatment has not been used more widely throughout the medical establishment because of a lack of scientific evidence:
“It is an unproven form of cancer treatment and it’s not part of the armoury of orthodox ways of treating cancer in Australia,” said Clive Deverill, the former boss of WA’s Cancer Council. “Equally, there are legions of patients who have been down that track who can’t say anything about their position because they’re dead.”
However the reports tended to focus on the positive side of the treatment - a potential CURE:
Elvina Johnson had a lot of living to do when she was told she had an aggressive form of bone cancer. At 18, doctors discovered she had a “galaxy of tumours”. She lost her leg and underwent intensive chemo treatment to try and stop it spreading. Her cancer was so severe that she relapsed soon after.
“It was through both of my lungs and by that stage it was pretty terminal,” she told Ray Martin.
Elvina was desperate. Quite by chance she heard about a cancer specialist with a highly controversial procedure.
“By taking the chance and finding this man, I am here six years later and probably feeling better than ever, so I have had a rebirth,” she said.
(Click here for more from that report).
Soon after the first report, A Current Affair announced that Dr Holt’s practice had been flooded with enquiries and people seeking appointments from all over Australia: “Dr Holt’s practise is fully booked until May, and he is not taking any bookings at this time.”
It is clear that some of the audience of A Current Affair used the news item not only for information, but acted upon it for personal health reasons.
Of course, the reporting of other areas such as business and finance, will meet a similar audience. But the difference is that every potential reader of a news article could be looking for health advice because health is an issue common to all people, whereas business and stock advice will be sought after by a limited audience.
Does this audience bring with it new responsibilities for journalists reporting on health issues? Or should the same news values and methods of writing apply? Should there be a general recognition that health reporting should not only be responsible journalism, but responsible advice? Or would that constrain the journalists’ role too much? Or finally, perhaps you think this audience is not so different from that of other sectors of reporting, and all readers are looking to apply all information they come across to their lives in some way.
