Biomedicalization and Media in Comparative Perspective: Audiences,Frames,and Actors in Norwegian,Spanish,U.K. and U.S. Health News

Abstract

This study examines health news in Norwegian, Spanish, British, and U.S. newspapers. It seeks to fill a gap in journalism studies in the examination of health news as a genre, particularly in a comparative context, and with a focus on broader social and political roles and meanings of health news, rather than effects on individual behavior. It is rooted in literatures that seek to understand health journalism in sociological terms, considering the role of health journalism in relation to institutional relationships between biomedicine, the market, and the state. It departs, in particular, from the theory of biomedicalization, which holds that the field of biomedicine, increasingly transformed into a complex, commercialized “techno-service complex,” has deep cultural impact, including the spreading of a conception of an individualized patient-consumer who will actively seek information to control risk and pursue wellness. In this article, we ask whether research on health news centered around this model, mostly carried out in the United States, is generalizable to European countries where the health system is organized primarily according to a public service model. The study considers three aspects of health news content: the implied audience of news stories, distinguishing in particular between those that address readers as patient-consumers and those that address them as citizens; the distinction among biomedical, lifestyle, and social frames for understanding health issues; and the range of actors reflected in health news as sources and as story originators.