Diversification, like tobacco use prevention and cessation, is an important
public health concern. The multilevel patterns of tobacco dependency sugge
st the need for public health approaches to the "tobacco problem." To under
stand how newspaper and wire service journalists cover issues involving div
ersification among tobacco farmers, the authors performed a content analysi
s of a subset of 100 articles on diversification and tobacco farming. Proch
aska and DiClemente's stages of change model was applied to the "problem be
havior" of tobacco farming. Among news accounts relating to tobacco farmers
or tobacco farming, print media accounts gave relatively little attention
to the issue of diversification. Farmers in the sample of news accounts wer
e generally cognizant of pressures to diversify away from reliance on tobac
co cultivation but were frustrated due to obstacles to diversification such
as limited diversification options and relative absence of infrastructure
supports. Community leaders and policy-relevant sources generally supported
diversification.