Examining Claimsmakers' Frames in News Coverage of Direct-to-Consumer Advertising

Abstract

This study examines mainstream news coverage of the direct-to-consumer advertising phenomenon since FDA deregulation of such ads in 1997, and helps illuminate framing of stakeholder claims. The authors found that prominent frames describe drawbacks and benefits of DTC ads in addition to power relationships between the Food and Drug Administration and drug companies. Sources most likely to be quoted were representatives of the pharmaceutical industry. The authors argue that issues such as consumer interests and ethics are overshadowed by special interests, and that balanced coverage is narrow in scope. The authors use both qualitative and quantitative methods to examine frames in-depth and to explore relationships among frames.

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