ALLY, ADVOCATE, ANALYST, AGENDA-SETTER - POSITIONS AND PERCEPTIONS OFSWEDISH MEDICAL JOURNALISTS

Medical journalists in the mass media play a key role in health inform ation dissemination and risk/benefit education. Public education on th e rational use of various health technologies, e.g. pharmaceuticals, i s increasingly important as part of ongoing global health sector refor ms. In a survey of 110 Swedish medical journalists (55% response rate) about medicinal drugs, risk perceptions and professional concerns, fa ct-giving, stimulating, and critical functions were rated as the most important journalist role attributes, followed by advocacy of patient interests and of public health goals. Major perceived problems were se lf-imposed professional demands, job stress, knowledge and time constr aints, and selection and contextualization of news material. In terms of medicinal drugs, attitudes were strongly in favor of a unique drug information role for the media and critical of physician prescribing a nd information-giving. Views on the appropriateness of specific ethica l rules or guidelines for medical journalists were sharply divided. Th e results offer some promise for increased alliance-building between p ublic health and the mass media.