CONTENT-ANALYSIS OF COVERAGE OF ALCOHOL CONTROL POLICY ISSUES IN BLACK-ORIENTED AND MAINSTREAM NEWSPAPERS IN THE US

We conducted a content analysis of alcohol control policy issues in Bl ack-oriented and mainstream newspapers in the United Sates from 1993 t o 1995, using computerized content analysis methods. The specific purp ose of our study was to compare differences in coverage of alcohol con trol policy issues in Black-oriented and mainstream newspapers. Fiftee n Black-oriented and 12 mainstream newspapers were selected and analyz ed. The number of policy paragraphs per year and the number of paragra phs in different policy thematic categories per year were examined. Re gional differences in coverage of alcohol policy themes were examined for selected policies in mainstream newspapers. We found more similari ties than differences in coverage of alcohol policy issues in Black-or iented and mainstream newspapers. Limiting the marketing/advertising a nd promotion of alcohol products was the most widely covered alcohol c ontrol policy issue over the three-year period in both Black-oriented media and mainstream newspapers. There were some important differences in coverage of alcohol policy issues. While economic alcohol policy i ssues were covered extensively in mainstream newspapers, these issues received far less attention in Black-oriented newspapers. Findings sug gest that certain alcohol control policies may have less salience in A frican-American communities than in other communities.