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Gauging the threat: media coverage of pandemic and avian flu : based on interviews among journalists : conducted on behalf of : Trust for America's Health and Mailman School of Public Health at Columbia University
Gauging the threat: media coverage of pandemic and avian flu : based on interviews among journalists : conducted on behalf of : Trust for America's Health and Mailman School of Public Health at Columbia University
With funding provided by the Pew Charitable Trusts, and on behalf of the Trust for America's Health and Mailman School of Public Health at Columbia University, Peter D. Hart Research Associates, Inc., conducted 20 one-on-one telephone interviews from March 3 to 29, 2006, among television, radio, and newspaper journalists who cover public health issues. The purpose of these interviews was to assess the media's take on avian flu and pandemic flu. Specifically, we sought to understand how journalists are covering this story, including: how seriously they regard the threat; their assessment of coverage to date; the decisions underlying their own approach to coverage; any obstacles they may be encountering; and their evaluation of the country's ability to respond to a potential pandemic outbreak. Determining how best to cover avian flu represents a difficult choice for journalists and their editors, because much about the virus and its eventual impact are largely unknown. What is known, however, is that these reporting decisions undoubtedly will affect America's response to the disease, and whether that response is sufficient to meet the challenge.
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