Construyendo salud a través de los medios de comunicación: un análisis en prensa, radio y televisión sobre los determinantes sociales de la salud en España
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2024-06
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2024-02-20
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Abstract
Esta tesis, tras proponer una novedosa definición de Comunicación y Salud, argumenta que existe una fundamentación teórica y lógica para sostener que los medios de comunicación deben ser entendidos como determinantes sociales de la salud (SDoH) y, como contribución original, aporta un modelo que incorpora los medios de comunicación entre los factores no sanitarios que tienen influencia en el bienestar y en las desigualdades en salud. En la parte empírica, se plantea como objetivo conocer qué concepción de salud predomina en la prensa, radio y televisión generalista española, asumiendo que en absoluto es indiferente que los medios de mayor audiencia adopten un framing de salud u otro. Para realizar este análisis se define que un contenido mediático puede tratar la salud desde 3 grandes encuadres: 1) concepción biomédica basada en la enfermedad y el sistema sanitario, 2) concepción preventiva basada en los estilos de vida y hábitos individuales y 3) concepción metasanitaria basada en los determinantes de la salud. Cuantitativamente, del análisis de contenidos se desprende que los medios de comunicación generalistas españoles continúan tratando la salud tras la pandemia desde una concepción mayoritariamente biomédica: las informaciones que en 2023 plantean esta perspectiva sanitaria (57%) triplican a las que representan aspectos metasanitarios relacionados con los determinantes de la salud (17%) y cuadruplican a las que se refieren a los estilos de vida preventivos (14%). La comparación de los resultados respecto a la etapa prepandémica muestra que los medios no han variado la concepción desde la que abordan la salud. Cualitativamente, se constata que los periodistas especializados en salud de estos medios son conscientes de la menor presencia de los determinantes de la salud en sus publicaciones, pero no así de la cada vez menor aparición de informaciones sobre estilos de vida. Dado el gran predominio del encuadre biomédico en las informaciones, se concluye que los medios de comunicación generalistas en España siguen propagando entre sus audiencias una concepción muy mayoritariamente sanitaria de salud, lo cual significa un gran condicionamiento para que 1) se perpetúe socialmente la errónea identificación de la sanidad y la salud como sinónimos y 2) se dificulte la expansión de otros encuadres mediáticos, más enfocados en actitudes preventivas y en la influencia de los factores sociales, económicos, políticos y ambientales sobre el hecho de que una población esté sana o enferma.
This dissertation, after proposing a novel definition of Health Communication, argues that there is a theorical and logical basis to assert that the media should be understood as social determinants of health (SDoH) and, as an original contribution, provides a model that incorporates the media among the non-healthcare factors influencing wellbeing and health inequalities. The empirical section aims to understand the prevailing concept of health in Spanish mass media (press, radio, and television), assuming that it is not indifferent that the mainstream media chooses one framing of health over another. To conduct this analysis, it is defined that a media content can address health from three major frames: 1) a biomedical conception based on disease and the healthcare system, 2) a preventive conception based on individual lifestyles and habits, and 3) a non-medical conception based on health determinants. Quantitatively, the content analysis reveals that the Spanish mass media continues to treat health after the pandemic from a mostly biomedical conception: information presenting this health-oriented viewpoint in 2023 (57%) triples those representing aspects related to health determinants (17%) and quadruples those referring to preventive lifestyle aspects (14%). Comparison of results with the pre-pandemic stage shows that the media have not altered their vision of health. Qualitatively, it is observed that health journalists in these media outlets are aware of the lesser presence of health determinants in their publications but not of the decreasing appearance of lifestyle information. Given the significant predominance of the biomedical frame in the information, it is concluded that Spanish mass media continue to disseminate a predominantly healthcare-oriented conception of health among their audiences. This poses a significant conditioning factor 1) for the ongoing societal misidentification of healthcare and health as synonymous and 2) to hinder the expansion of media frames focused on preventive attitudes and the influence of social, economic, political and environmental factors on whether a population is healthy or sick.
This dissertation, after proposing a novel definition of Health Communication, argues that there is a theorical and logical basis to assert that the media should be understood as social determinants of health (SDoH) and, as an original contribution, provides a model that incorporates the media among the non-healthcare factors influencing wellbeing and health inequalities. The empirical section aims to understand the prevailing concept of health in Spanish mass media (press, radio, and television), assuming that it is not indifferent that the mainstream media chooses one framing of health over another. To conduct this analysis, it is defined that a media content can address health from three major frames: 1) a biomedical conception based on disease and the healthcare system, 2) a preventive conception based on individual lifestyles and habits, and 3) a non-medical conception based on health determinants. Quantitatively, the content analysis reveals that the Spanish mass media continues to treat health after the pandemic from a mostly biomedical conception: information presenting this health-oriented viewpoint in 2023 (57%) triples those representing aspects related to health determinants (17%) and quadruples those referring to preventive lifestyle aspects (14%). Comparison of results with the pre-pandemic stage shows that the media have not altered their vision of health. Qualitatively, it is observed that health journalists in these media outlets are aware of the lesser presence of health determinants in their publications but not of the decreasing appearance of lifestyle information. Given the significant predominance of the biomedical frame in the information, it is concluded that Spanish mass media continue to disseminate a predominantly healthcare-oriented conception of health among their audiences. This poses a significant conditioning factor 1) for the ongoing societal misidentification of healthcare and health as synonymous and 2) to hinder the expansion of media frames focused on preventive attitudes and the influence of social, economic, political and environmental factors on whether a population is healthy or sick.
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periodismo de salud, determinantes sociales de la salud, Comunicación y Salud, efectos mediáticos, encuadres noticiosos, pandemia COVID19, health journalism, Social Determinants of Health, Health Communication, media effects, news framing, COVID19 pandemic