The coverage of prostate cancer and impotence in four popular men's magazines

International Journal of Men's Health, Summer, 2005 by William Hoon

The purpose of this study was to explore popular press coverage of two men's health issues, prostate cancer and impotence, in four magazines with large male readerships. The four magazines examined were: Gentleman's Quarterly, Esquire, Men's Health, and Ebony published between 1991 and 2000. Content was compared between the first half and the second half of the decade, which featured a public cancer education campaign; the release of the impotence drug, Viagra[R] (sildenafil citrate); and large increases in magazine advertising revenue from drug companies. Results show magazines ran more articles on prostate cancer and impotence after 1995; coverage was usually presented in an informational manner; content provided information on prevention, diagnosis, and treatment of the diseases; and men wrote most of the stories.

Keywords: men's health issues, prostate cancer, impotence, media/magazine coverage, Viagra[R]

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Managing personal health and health-related behavior is an intricate and complicated process. Pinpointing exactly what makes a person decide to take some action concerning his or her health would be an enormous task. Studies have shown the media are useful resources for health information for people in their decision-making process (Wright, 1975; Yows, 1991). Within the larger population of the mass media are popular magazines. Magazines targeted to the male audience, or magazines with large numbers of male readers, can be a source of health information.

Discourse concerning men's health must first attempt to define exactly what may be considered "men's health." The topic can be described as the prevention and diagnoses of illnesses that afflict the male population. Men's health should also include the personal well-being and quality of life of men. Some of the more prevalent health issues identified include cardiovascular or heart disease, diabetes, prostate issues, sexually transmitted diseases and other communicable diseases, erectile dysfunction or impotence, suicide, cancer, and accidents/injuries (Men's Health Network, 2001). In recent years, more consumer magazines are attempting to include health-related information in their stories (Featherstone, 1998; Reese, 2000). In addition, during the past 10 years, support groups have attempted to draw media attention to two health-related issues, prostate cancer and impotence (Reese, 2000).

According to the Centers for Disease Control (CDC), prostate cancer is the second leading cancer, after skin cancer, diagnosed among men in the United States. Prostate cancer is also second only to lung cancer as a cause of cancer deaths. The American Cancer Society predicted 180,400 new cases of prostate cancer would be diagnosed in 2000 and that approximately 31,900 men would die of the disease (CDC, 1999). The incidence rate among African-American men is also very high. According to the Surveillance, Epidemiology, and End Results (SEER) data, U.S. blacks have the highest rates of this cancer in the world (Wilcox, 1998). The mortality rate for black men is also twice as high as the mortality rate for other men (PCPRG, 1998). In general, 80 percent of the clinically diagnosed cases of prostate cancer occur with men aged 65 years or older (CDC, 1999).

Another significant issue concerning men's health is impotence, medically known as erectile dysfunction. The primary cause of impotence is a narrowing or clogging of penile arteries due to arteriosclerosis. Implications from prostate cancer, most notably nerve signal damage, have been linked to impotence ("Ten Overturned Health 'Truths,'" 2000). However, impotence is also related to anything that promotes clogged arteries--including inactivity, a diet high in saturated fat, and smoking or causes from impaired nerve function, such as diabetes. Reports indicate as many as 30 million men in the United States may have varying degrees of erectile dysfunction (Lipman, 1998).

Because prostate cancer and impotence occur in a part of a man's body associated with sexuality, the impact on masculinity is an important consideration. Researchers have suggested that a pattern of hegemonic masculinity exists in U.S. society that relates to how men approach health problems (Schofield et al., 2000). The emphasis on machismo results in men ignoring health problems and resisting visits to the doctor because admitting weakness can be seen as a threat to their identity. Men's bodies are seen as instruments that they use to prove to themselves and others that their masculinity is intact (Seidler, 1997). Sexual activity becomes a way of confirming manhood. Prostate cancer and impotence are threats to male masculinity and sexuality that can have psychosocial implications resulting in a loss of selfesteem and sexual self-concept (Bokhour et al., 2001).

There are two medical benchmarks concerning prostate cancer and impotence, which involve the medical community's attempt to involve the media in a discourse about these issues. Since 1966, the Prostate Cancer Initiative (PCI), a national program developed by the American Cancer Society (ACS) and the Cancer Research Institute (CRI), has served clinical research, patient care, and public education needs (ACS, 2001). One such effort began in 1997. CRI (1997), along with US TOO, the largest men's cancer organization in the world, launched an educational initiative to educate men about the detection, diagnosis, and management of the disease. The Prostate Review Group, composed of more than 100 members of the prostate cancer communities, also met in 1997 to advance research and education of the disease (PCPRG, 1998).