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ABSTRACT
This article is a content and discourse analysis of the portrayal of childhood cancer in English language magazines in North America. In a unique specification of published research on the media portrayal of disease, magazines were divided into three market or audience groupings called (1) science, (2) news/special interest, and (3) other (women/teen/parenting/health). The predominate frames or discoursesin these three groups were compared and differences were found amongst them and discussed in the article. Considerable evidence suggests that people with cancer are stigmatized. In the analyzed media focused on children, those with cancer are highly idealized and stereotyped. On the one hand, this can be thought of as a very positive portrayal of children in this situation. Children are described as if they possess heroic and idealized character traits, appearances, social characteristics, and personalities. Possible links between this idealized, polarized, and biased portrayal of children with cancer and their documented experiences of stigma are discussed.