mindframe media monitoring study - r u ok?day 2015
TRANSCRIPT
R U OK?Day Broadcast Media Monitoring Study Snapshot
• The Hunter Institute of Mental Health, which manages Mindframe,
partnered with R U OK? in 2016 to evaluate the quality of broadcast
media reporting from last year’s campaign.
• The majority of media broadcasts during R U OK?Day 2015 scored
more than 90% in quality rating against the Mindframe guidelines
for reporting suicide.
• A similar study in 2008 (not related to R U OK?Day), recorded a
quality rating of around 75%.
• The latest results appear to show campaigns can improve
media reporting when working closely with Mindframe.
• Mindframe and R U OK? have worked together since 2010.
• R U OK? also plan to build on the findings, with improved
promotion of language use and types of help-seeking in the
media.
Quality ratings
Reports were consistent with Mindframe advice, including no use of:
Terms that sensationalise suicide and mental illness
Negative labels describing individuals experiencing suicide and mental illness
Images that may inadvertently glorify death.
No
Yes
Adding help-seeking information
Less than half of reports promoted help-seeking.
Yes
No
Use ‘committed’ suicide
Hardly any broadcasts stigmatised suicide by using the term ‘committed’ in their reports.
Sensationalist reporting
Almost 100% of reports were consistent with Mindframe.
Reporting correct statistics
Nearly all statistics reported were accurate, with just two instances where they were incorrect.
Yes
No
Yes
No
Methods and location
No
Yes Explicit description of suicide method
Descriptions of suicide method were rare, with only three broadcasts (3%) containing reference to explicit methods.
No
Yes
Specific details of suicide location
Reports containing the location were also uncommon, with less than 1% including specific details on suicide location.
Quality scores
0%
10%
20%
30%
40%
50%
60%
70%
1 2 3 4 5 6 7 8 9 10 11 12 13
Pro
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road
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(%)
Number of dimensions consistent with Mindframe
TV
Radio
Factors associated with quality reporting
Logistic Regression indicated that reports were
significantly more likely to score high quality if they were:
Radio broadcasts
Did not reference celebrity mental health or suicide
Featured an R U OK? employee.