Impact of Media Coverage on Breast Cancer Awareness and Management

This report analyzes the impact of media coverage on the health and social issue of breast cancer. It begins by outlining the objectives, which include understanding the issue of breast cancer, the aspects associated with media coverage, and studying breast cancer in the media, ultimately recommending ways to manage the issue through media involvement. The report then defines breast cancer as a rising global health issue, providing statistical data on its prevalence in the UK and detailing various causes, including lifestyle, genetics, and age. It emphasizes the importance of awareness and early diagnosis. The role of media in the UK is discussed, including the influence of print, electronic, and digital platforms, highlighting the media's impact on disseminating information and shaping public perception. The report further examines how breast cancer is covered in the media, emphasizing its role in raising awareness, providing information on treatments, and promoting events. It also acknowledges potential negative aspects, such as sensationalism and the need for ethical coverage. The report concludes by synthesizing the information and recommendations for effective media engagement.

EMERGING
ISSUES

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INTRODUCTION
Breast cancer is one of the rising health issue that is faced all over the globe and it affects
physical and mental well being of an individual present study is conducted for accomplishing
following objectives :-
Aim :- To analyse the impact of media coverage on health and social issue of breast cancer.
Objectives :-
To understand the issue of breast cancer.
To understand the aspects associated with media coverage.
To understand and study breast cancer issue in media.
To recommend ways in which the issue of breast cancer can be managed through the
involvement of media.
THE HEALTH AND SOCIAL CARE ISSUE
According to Haviland and et.al., (2013) breast cancer has been identified as emerging
health issue which is giving impact on the physical well being of large number of women in UK.
It is vital that precautionary measures should be taken so that better and healthy life can be
provided to people. Moreover, breast cancer has been identified as most common type of cancer
in UK that affects the women in the nation. As per data revealed by department of health UK In
year 2015 more than 52, 222 cases of breast cancer has been reported and total death that have
occurred is 11,433 (<http://breastcancernow.org/about-breast-cancer/what-is-breast-cancer/
breast-cancer-statistics>). Along with this each year more than 5,500 women are being diagnosed
with the non invasive firm of cancer Goldhirsch and et.al., (2013). This type of cancer is
confined to a specific area of breast and later on it develops in more areas.
Bidard and et.al., (2014) has described that non invasive cancer initially develops in milk
ducts and later it gets spread in whole breast. As per data out of every eight women one is
suffering from breast cancer. Likewise there are many causes that are responsible for creating
this health issue among women. Major reasons for developing breast cancer are lifestyle choices
and changing pattern of eating. Along with this surrounding environment and combination of
specific genes are also responsible for creating breast cancer among women. Family history of
women is also considered as major reason due to which breast cancer occurs.
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It has also been ascertained that increasing age is also responsible for creating breast
cancer and most of the women above 50 years are suffering from breast cancer compare to the
younger. Therefore, effective awareness of the breast cancer should be provided, so that early
diagnosis of this diseases can be made possible. Being most aware about the breast cancer is best
way to avoid risk and challenges that are associated with this diseases. There are different ways
through which breast cancer can be treated and it is critical that appropriate medical care should
be taken so that breast cancer should be treated effectively. Choice of treatment depends upon
the situation of the patient and on the basis of that care providers select the method for treating
women Goldhirsch and et.al., (2013). Most effective and commonly used method is having
surgery to remove cancerous tissue from the breast. Tissue is also removed from the armpit if
that area is also affected. However there are some other treatments that are used for treating the
patient suffering from breast cancer.
THE MEDIA IN UK
Media in united kingdom is playing a significant role in making people aware about
diverse range of issues. Goldhirsch and et.al., (2013) has defined that different medium that are
used in media industry includes radio, television , websites and magazines. With this social
networking platform also has emerged as an strong and powerful medium that plays a vary
important role in making people aware about the diverse issues that are faced by organizations
Goldhirsch and et.al., (2013). In addition to that media sector is relatively open and intervention
of government is less in regulating the activities of media sector. Other than this, globalization
has also enhanced the presence of media and people across globe are getting connected with each
other through different media sources.
Moss and et.al., (2011) has told that traditional media was limited to print media and
some digital technologies were commonly used by people for getting information about
different regional, national and global issues. UK has impacted by decline that has been observed
in the traditional media and due to that power of media has also reduced. Emerging technology
has also provided a innovative platform that is used by media houses for spreading news and
information Goldhirsch and et.al., (2013). Digital technology is also supporting for making the
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media platform effective and powerful. It has also reduced the investment cost for initiating a
media house.
Print media of UK is very powerful and it comprise of 11 daily newspapers and posters
12 Sunday Titles. Print media is considered as strong step in order to make people aware about
this. As it is read by more than 70% of the adult population, so it helps in influencing people at
great extend. Two largest daily of UK media industry includes News international, general trust
and Daily mail. More than 55% of market share is hold by these groups. Along with this there
are more than 1000 magazines publishers and different subjects and topics are covered through
these magazines.
However it has been observed that consumer magazine circulation is continually
declining and emerging new technology can be held accountable for it. With this electronic
media and television has reached to medium and lower group consumers and these are most
popular media sources. BBC is most popular radio station and it operates more than 10 radio
stations at national level. Total share of 54.6 % is hold by BBC and consumer reach of this
station is very high Cortazar and et.al., (2012).
As per statistics more than 90% of UK households have multi channel television and
more than 500 television channels are operating. BBC is the largest audience targeting channel
and television holds more than 23% of advertising market. Furthermore, cinema is also one of
the most important media source and it plays a vital role in making individuals aware about
diverse range of issues. With the advancement in technology telecommunication media has
emerged as one of the most powerful medium that works for connecting people at global level.
More that 70% households of the country have telephone connections and it reflects that digital
services are increasingly gaining acceptance among mass Cortazar and et.al., (2012). Data
services have become cheaper and approximately 8 Million people are making use of internet
and other online services through their mobile phones.
Cortazar and et.al., (2012) has defined that media organizations have been formed for
fighting for the rights of individuals that are working in this sector. Members that are part of
these organization includes media owners, operators, advertising service providers, professionals
from electronics and telecommunication media Cortazar and et.al., (2012). Government has
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framed rules and regulations for controlling the activities of media and it is vital that
organizations working in this sector should comply with these rules so that functional activities
can be performed in legal manner. It has been found that advertising industry of UK is getting
commercialized and it is leading towards reducing the media standards.
THE HEALTH AND SOCIAL CARE ISSUE IN THE MEDIA
Kunkler and et.al., (2015) has mentioned that breast cancer has emerged as most common
and risky health issues that is affecting women living in the nation. Media including print,
telecommunication , electronics is playing a significant role in coverage of breast cancer issue. It
expedites for making people aware about facts associated with this issue. People should be
encouraged in order to take preventives and reduce risk, so that associations that are working can
be mitigated. Along with this positive initiative should be taken by media in order to spread
awareness at wider extend.
Media is describing new and latest research and development into the field of cancers, it helps in
encouraging people that are suffering from that diseases. It helps in taking better and preventive
care services, that results into improved condition of individual. Articles published in media
source describes that breast cancer related Lymphedema is linked with the multimodility
treatment and it comprise of Chemotherapy. Most common treatment that is taken by women
patients is surgery and in this affected issue is removed from breast and from the armpit.
Statistics associated with the news are also published so that facts and figures can be
explained to people. It enhances reliability and validity of news. Sources of statistics and data are
also mentioned so that appropriate medium from which data and information that has been
collected for the article can be presented Cortazar and et.al., (2012). For example article
available at website of Cancer work revels that Breast cancer is no longer a diseases that is
primarily treated with surgery. There are other treatments also that are available for people
suffering from this diseases.
Knowledge provided in this article can be vary useful for patients of breast cancer and
they can go for using different methods for treating this diseases. Name of the researcher has also
been published in the article so that concealment of the information can be enhanced. Risk
associated with the surgery have also been described and recommendation to women also have
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been expounded. Suggestions to women to talk to their surgeons for taking preventive care by
multidisciplinary treatment have been mentioned. In order to make people aware media is also
promoting these issues effectively into the society, to make maximum people aware of that. For
this they are considering facts, figures and discussions of experienced and knowledge people. It
helps in making people understand about it.
It reflects that articles that are being published in the media aid for increasing knowledge
about care treatment that are available for cancer patients. Online media also describes about
different platforms where news and information about breast cancer are available. Instagram and
Facebook are used as most powerful media where professionals upload videos for breast cancer
diagnosis. Watching this videos enhances understanding about how to be aware about breast
cancer. Some simple steps are shown which can be followed by individual with out taking any
assistance from surgeon and care providers.
There are various ways through which unusual changes of breast can be identified. These
changes are related to the shape and size of breast Cortazar and et.al., (2012). Women and
young girls can follow these procedures for being breast aware. This type of useful displays and
information plays a vital role in making people aware about manner to take preventive care.
Along with this print media also covers news, latest developments and information regarding
breast cancer. Reach of media such as The Guardian and other daily weakly is high and it aids
for making large number of people aware about the breast cancer. Legal and regulatory
challenges that are faced by patients are explained in the news articles.
There are various resources are provided by government for providing effective treatment
to the victim. All the services are provided at considerable or low prices Cortazar and et.al.,
(2012). World cancer day is celebrated on 4 February and it is the day when electronic media
including radio and television, telecommunication, online media and pint media spread
information related to breast cancer (http://www.cancernetwork.com/breast-cancer/breast-
cancer-lymphedema-related-multimodality-treatment). There are many NGO's that organize
different types of programmes and events for increasing awareness about the issue and media
play a vital role in covering such events so that large number of people get benefited through
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these programmes. Information and details given in the media assist for making people aware
about the events and it also supports for encouraging people to attend these type of events.
However there are some negative aspects that are associated with the coverage of news
related to breast cancer in the media. Jensen, (2013) has mentioned that nudity and exposure are
most sensational issues that degrade the media standards down. Breast cancer is a sensitive issue,
in order to maintain its importance it is covered in ethical manner. social and digital media
houses that are struggling to survive in economic terms finds this topic as a medium for showing
nudity. It offers them platform to attract attention of people to meet the demand for entertainment
and exposure.
Media is presenting it as a sensitive issue, to make maximum number of people aware. Major
focus in some articles and news is given for creating sensation by showing nakedness and
nudism. Sometime new agencies and media person show objectionable images of girls, to make
them popular. It is critical that interventions of government should be ensured so that these kind
of practices should be stopped. For example celebrity Sophie Gradon has launched a breast
cancer awareness campaign. In that campaign she was raising awareness of the diseases. It is
found as an medium for gaining popularity rather than increasing cognizance among mass
(<https://www.thesun.co.uk/tvandshowbiz/3440682/love-islands-sophie-gradon-goes-
completely-topless-for-breast-cancer-campaign/>).
IMPACTS : THE MEDIA, THE PUBLIC AND THE POLICY :
i.i.i
According to Berger, (2015) Articles, news and videos presented in media influence the
general public and specific affected groups such as children, parents and patients of breast
cancer. Information and knowledge provided in media aids for increasing knowledge and
understanding about diverse range of issues that are associated with breast cancer. Patients
suffering from this diseases can found information about ways to treat diseases and recent
technical developments that are happening for benefiting cancer patients. With this, media
representation of health and social care issue has many advantage.
It helps in reaching large number of people for rendering details about different types of
health and social care issues. Awareness among people is created and it aids for reducing the
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probability among women to get prone to this diseases. Media is playing a vary important role in
generating awareness about breast cancer in people. Other than this information about symptoms,
precautions and harmful influence of cancer can be provided to people. All the initiatives taken
by media will support for reducing the cases of breast cancer in UK.
i.i.ii
Bargiela-Chiappini and Nickerson, (2014) has defined that health scars and moral panics
are specific terms that are used while describing different health care issues. Having fear about
any this and spreading it into large number of people is known as Moral panic. Other that
Curran, Fenton and Freedman, (2016) has described that this health care is defined as inability
of society to identify ways to prevent a diseases that is creating health related challenge for
people living in the society (Bargiela-Chiappini and Nickerson, 2014). Media play a vary
important role in transmission of moral anger. According to Goldhirsch and et.al., (2013) It is
critical that reporting of facts should be appropriate that unnecessary anger and panic should not
be spread into the society (Breast cancer facts. 2017). Breast cancer is a serious health related
issue that affects the large number of women in UK. Coverage of media on this issue sometimes
creates sensation and sleaze. It lead towards creating rage, panic and anger in the society and it
also creates threats and challenges for the societal values Cortazar and et.al., (2012). It is
responsibility of media that this sensitive issue should be covered while following moral and
ethical guidelines. Every year more than 50,000 cases opf cancer are reported in UK and it
reflects that this diseases is a scar on the society. Preventive measures needs to be taken so that
safe and protective society can be developed.
i.i.iii
Media representation of health care issues gives impact on general public and individuals
suffering from this diseases. Positive and negative both types of impact are observed and due to
that large number of people gets influence due to it. UK people are generally influenced by news
and information provided by media. Moss and et.al., (2011) has mentioned that individuals
living in society are sometimes made fearful through accurate reports and it develops a cycle of
fear among people. Breast cancer is risky and life taking diseases and it is vital that media should
provide accurate and reliable information about the diseases and it will aid for making people
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aware about preventive measures that can be taken for reducing the negative impact of diseases.
Berger, (2015) has described that media needs to breakdown the stereotypes that are fear based.
Positivity needs to be included so that information and details about breast cancers can be spread
in the society.
i.i.iv
Issues related to health and social care affects the society people and general public. It
also helps policy making process and government's procedure for making effective policies.
Breast cancer is most threatening health care issue that is being faced in UK and large number of
people in the country are getting affected due to it. Media coverage has given impact on the
policy makers and health care service providers and general public has been getting benefited
through it Cortazar and et.al., (2012). For example in a recent case NHS has been forced for
paying compensation for £10 Million to 250 patients of breast cancer (NHS .2017). A consultant
surgeon Ian Stuart was convicted and found guilty for carrying out needless breast operations on
patients who were left scarred and traumatised. This issue was covered by media and created
rage and anger among people and government was forces to take initiatives for taking measures
to punish the guilty (Bargiela-Chiappini and Nickerson, 2014).
SUMMARY :
Summing up the above mentioned report it can be concluded that breast cancer is one
major health issue that is being faced by women in UK. According to the finding of the reports it
can be concluded that media including electronic, print and online play a major role in giving
impact on the society people. Positive and negative both types of influences both are observed.
Media coverage supports for making women and young girls aware about the issue. Symptoms
and preventions about this diseases are provided to people and it helps in raising awareness
among mass about this issue. However there are some limitations that have been observed In this
report and only limited academic work has been included. Other than this small sample of media
items have been used due to which overall impact of media on the health issue has not been
covered.
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THE FUTURE :-
Media coverage has given significant impact on making people aware about breast cancer
and it has also helped for being alert towards this diseases. General public and policy makers
both are going to get affected with this issue and it is vital that state intervention should be
involved for covering this issue. Media coverage supports for developing cognizance among
policy makers and general public about this issue. This issue will likely to be of interest to
policymakers.
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metastatic breast cancer: a pooled analysis of individual patient data. The Lancet Oncology,
15(4), pp.406-414.
Cortazar, P. and et.al., 2012. Pathological complete response and long-term clinical benefit in
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Breast cancer .2017. [Online]. Available through: <http://www.cancernetwork.com/breast-
cancer/breast-cancer-lymphedema-related-multimodality-treatment>. [Accessed on 22
April 2017].
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