Ally, advocate, analyst, agenda-setter? Positions and perceptions of Swedish medical journalists

In a survey of 110 Swedish medical journalists about medicinal drugs, risk perceptions and professional concerns, fact-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.

Abstract

Medical journalists in the mass media play a key role in health information dissemination and risk/benefit education. Public education on the rational use of various health technologies, e.g. pharmaceuticals, is increasingly important as part of ongoing global health sector reforms. In a survey of 110 Swedish medical journalists (55% response rate) about medicinal drugs, risk perceptions and professional concerns, fact-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 self-imposed professional demands, job stress, knowledge and time constraints, 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 and information-giving. Views on the appropriateness of specific ethical rules or guidelines for medical journalists were sharply divided. The results offer some promise for increased alliance-building between public health and the mass media.