Mass media sources for breast cancer information: Their advantages and disadvantages for women with the disease

This study, conducted in 1997, aimed to explore in depth the views and expe riences of women with breast cancer concerning disease-related mass media i nformation. Three age-stratified, unstructured focus group discussions were convened with thirty women with breast cancer (n = 11, 12 and 7). The disc ussions were audiotaped and transcribed in full and the transcripts were an alysed using theme analysis. A number of themes concerning mass media breas t cancer information were identified. Women sought and paid attention to in formation from a variety of mass media sources, including medical books and journals, leaflets, videotapes, women's magazines, newspapers and televisi on programmes. Mass media information was thought to possess a number of ad vantages. In particular, participants viewed mass media sources such as mag azines and television as helpful in raising breast cancer awareness in the general population. Mass media information, however, was also viewed as hav ing a number of disadvantages. For example, once diagnosed, participants th ought that mass media sources such as magazines were frightening and depres sing owing to their often negative and sensationalised nature. This finding was particularly worrying as women with breast cancer looked for and were often 'drawn' to such communication vehicles. To conclude, mass media infor mation has advantages and disadvantages and its impact upon individuals may depend on their disease status. It is important that editors of mass media sources such as women's magazines are aware of this dichotomy and are prep ared to provide accurate, factual and less dramatised breast cancer informa tion.