Representations of complementary and alternative medicine for cancer in popular Canadian print media

Background. The mass media are an integral part of the context in which cancer patients make decisions about complementary and alternative medicine (CAM). The mass media are a direct source of information for CAM treatment options, and reinforce popular beliefs about what CAM is, and is not, and how and whether it might be appropriately used in cancer care. Despite being an integral part of this context, little is known about what is reported in the mass media about CAM use for cancer, or how it is reported. Purpose. To examine how CAM use for cancer is represented in the mass media in order to provide insight into the context in which cancer patients make decisions about CAM use. Methods. (1) A content analysis of popular Canadian newspaper and magazine articles; (2) A scoping review of research on CAM and the mass media; and (3) A frame analysis of popular Canadian magazine articles. Results. Media coverage of CAM use for cancer is common in the Canadian print media, but does not seem to comprehensively include information on the risks, benefits and costs of CAM use. CAM is most commonly represented as an alternative to biomedical treatment leading to a cancer cure, contrary to how most cancer patients use CAM, research evidence and the perspectives of health professionals. Overall, the controversial nature of CAM in the context of cancer care is central to media representations. The controversy frame is used to highlight fundamental differences between CAM and biomedicine and to question the legitimacy of CAM use. Conclusions. Media representations are a less than ideal information source for CAM decision-making. While they can help address some information needs of cancer patients, they do not present comprehensive information and they reinforce the controversial aspects of CAM use. These analyses of media representations demonstrate that CAM decisions occur in a controversial context, and there is a need to better support cancer patients as they negotiate this controversy. Recommendations are provided for decision support for cancer patients, related to the use of media information.