The influence of business strategies on the frames of health news: a comparison of health news in two Korean newspapers

Abstract

This study examines how an adoption of a spin-off publication, which is a subsidiary of a parent company, might be associated with changes in the frames of health news. A content analysis of two Korean newspapers showed that reporters at the spin-off relied more on health news sources from potential advertisers, such as pharmaceutical companies and doctors who work at private clinics and hospitals, and that the frames emphasized medical treatments rather than the promotion of healthy lifestyles, which was the focus of frames before the spin-off. These findings suggest that news associated with spin-offs may be framed to emphasize services offered by potential advertisers. Because framing and sources impact readers' perceptions of medical problems and their choices about what action to take, this study also raises questions about possible long-term effects on individual health care preferences. In addition, these findings illustrate the emerging, critical role that business spin-offs play in the construction of news coverage and frames, making them an important factor within the organizational layer of the hierarchy of influences model.

Keywords:

• health news
• framing
• business strategies
• spin-offs

Notes

1. As part of its national health care program, the Korean government controls advertising related to medical services. For example, hospitals were not allowed to advertise in newspapers until 2006. Network TV and radio stations are currently not allowed to advertise medical services or medications that require prescriptions. In addition, before placing advertisements, medical institutions must obtain permission from the government.

2. In South Korea, ChosunIlbo, DongAIlbo, and JoongAngIlbo are the three leading newspapers. Their combined market share is about 54% of the circulation of the total 119 daily newspapers (Korea Audit Bureau of Circulations, 2012). Similarities between the political ideology and target readership of the three papers are so strong that they are commonly referred to as ‘Cho-Joong-Dong,’ as a whole (Song, 2007). The reason for choosing DongAIlbo as a comparison with ChosunIlbo is based on historical similarities of the two newspapers. Both were founded in 1920, while the third paper, JoongAngIlbo, was established much later in 1965.

3. In 2010, advertisements placed by private clinics in the health section in ChosunIlbo increased from 2005. Between October and December in 2005, a total of 56 advertisements were included. Among them, two were placed by private clinics and 16 by pharmaceutical companies. There were no advertisements placed by university-affiliated hospitals. During the same period in 2010, among 55 advertisements, 15 were placed by private clinics and 15 by pharmaceutical companies. No advertisements were placed by university-affiliated hospitals in 2010. Advertisements of less than 170 mm × 370 mm were excluded.

4. The types of framing of health solutions and health news are similar in some but not all aspects. Not all medical frames (the health news frame) are the same as the medical industry-reliance frames (the frame of health solution). For example, a news story about the opening of a new hospital may be a medical frame but not necessarily a medical industry-reliance frame.

5. Data gathering for this study started in early 2011. Therefore, the period from October to December in 2010 was the most recent.

6. See note 3 above.

7. Additional analyses of testing the differences between ChosunIlbo and DongAIlbo displayed similar results. For example, news sources for the two newspapers were not significantly different in 2005 but were different in 2010. There was no significant difference in health news frames in 2005 [χ²(3, N = 152) = 2.24, p > 0.05], although there was a significant difference in 2010 [χ²(3, N = 190) = 12.28, p < 0.01]. However, for solution frames in the two newspapers, there were no differences between 2005 [χ²(4, N = 152) = 1.47 p > 0.05] and 2010 [χ²(4, N = 190) = 6.26 p > 0.05]. Yet, for 2010, the difference was slightly short of the statistical requirement.

8. In 2011, the total circulation of 119 daily newspapers in South Korea was 6.2 million, while the circulation of ChosunIlbo was 1.4 million.