A comparative content analysis of media reporting of sports betting in Australia: lessons for public health media advocacy approaches

• Published in: BMC public health 2017-11, Vol.17 (1), p.878-878, Article 878
• Main Authors: David, Jennifer L, Thomas, Samantha L, Randle, Melanie, Bowe, Steven J, Daube, Mike
• Format: Article
• Language: English
• Subjects: Advertising; Advocacy; Analysis; Australia; Changes; Children; Community support; Consumer Advocacy; Consumer protection; Consumers; Content analysis; Framing; Gambling; Gambling industry; Gaming machines; Health aspects; Humans; Industry; Lines of credit; Mapping; Marketing; Mass Media - statistics & numerical data; Mass media effects; Media; Media analysis; Printing; Public Health; Qualitative research; Quantitative analysis; Regulation; Regulatory reform; Researchers; Social networks; Sports; Sports betting; Statistical analysis; Time periods; Voice communication; Young adults
• ISSN: 1471-2458; 1471-2458
• DOI: 10.1186/s12889-017-4866-7

Harmful gambling is a significant public health issue. There has been widespread discussion in the Australian media about the extent and impact of sports betting on the Australian community, particularly relating to young men and children. Given the role that the media plays in influencing policy change and political agendas, and the acknowledgement that media based advocacy is a fundamental component of successful advocacy campaigns, this research aimed to investigate how different stakeholder groups discuss sports betting within the Australian print media. The study uses this information to provide recommendations to guide public health media advocacy approaches. A quantitative content analysis of print media articles was conducted during two significant Parliamentary Inquiries about sports betting - (1) The Joint Select Committee Inquiry into the Advertising and Promotion of Gambling Services in Sport (2012/2013), and (2) 'The Review of Illegal Offshore Wagering (2015/2016). A total of 241 articles from 12 daily Australian newspapers were analysed. Statistical analysis was used to compare frequency of, and changes in, themes, voices and perspectives over time. Discussions about the marketing and communication of sports betting was a main theme in media reporting (n = 165, 68.5%), while discussions about gambling reform decreased significantly across the two time periods (p