The Impact of the Media Portrayal of Coeliac Disease: A Qualitative Study

Background: Coeliac disease (CD) is a topic that has gained momentum in recent years due to an increase in the rates of diagnosis and a rise in the number of people following a gluten-free diet (GFD). Previous studies have shown the ability of the media to influence the behavior of the public, particularly in relation to healthcare. The media portrayal of CD, and its significance, has not yet been explored. Objectives: This study aims to describe and analyze the nature of the media coverage of CD. The implications of the nature of messages should be considered, and any temporal change in content explored. Methods: A document analysis of local and national UK newspaper articles over three weeks, from May 2(nd) to May 22(nd), 2016, was conducted, ensuring coverage of articles from Coeliac Awareness Week (commencing May 9(th)). Articles containing instances of CD-related language were collected by Kantar Media ([London, UK] a media intelligence company) for their client - Coeliac UK (Buckinghamshire, UK), and analyzed using a combination of thematic and content analysis techniques. An inductive approach was used to code articles into themes, with frequency data also presented. Results: Four hundred eighty-eight articles were included in the analysis, with 233, 117, and 138 articles in weeks one, two, and three, respectively. Six overarching themes were identified: events around Awareness Week and food content noted as gluten-free (GF), as well as raising awareness, encouraging people to seek help, and other health implications and perceptions of CD and the GFD, of which a significant proportion consisted of articles by Coeliac UK. The increasing popularity of the GFD emerged as a theme, encompassing the growth of the GF industry and celebrity endorsements. Notably, positively and negatively framed articles were identified, with most instances of negative articles occurring in week three. Conclusions: Coeliac Awareness Week was found to have had an influence on the content of newspaper articles, given the increase in the number of negative articles in week three and the significantly higher number of articles in week one. This mixed messaging was considered to negatively impact the potential and current patients with CD, especially in relation to GFD adherence and diagnosis rates.