EVALUATING UNDERSTANDING OF POPULAR PRESS REPORTS OF HEALTH RESEARCH

This research assessed the ability of a sample of persons on a college campus to understand media reports of health research. Three or four articles on each of five contemporary health topics (dietary cholesterol and heart disease, treatment for breast cancer, starch blockers, drug treatment for heart disease, test tube skin) were selected from widely circulated newspapers (e.g., New York Times) and magazines (e.g., News- week). A sample of 144 college students responded to content-based and application- based questions derived from photocopies of these popular press articles. The overall rate of reader misunderstanding approached 40% and generally fell beween one third and one half for each of 16 articles representing five health topics. Several strengths and weaknesses of the research are considered as they relate to the accuracy of estimated error rates and to the generality of study findings. The implications of these findings for other areas of health (e.g., AIDS risk factor research) are also discussed. © 1990, Sage Publications. All rights reserved.