Health Promotion International, Vol. 15, No. 1, 71-78,
March 2000
© Oxford University Press 2000
Antioxidants in the Finnish press: a battlefield of alternative and conventional medicine
University of Tampere, Tampere School of Public Health, 1 National Public Health Institute, Department of Nutrition and 2 National Public Health Institute, Department of Epidemiology and Health Promotion, Finland
Address for correspondence: Marja-Leena Ovaskainen, National Public Health Institute, Department of Nutrition, Mannerheimintie 166, 00300 Helsinki, Finland, E-mail: marja-leena.ovaskainen{at}ktl.fi
Antioxidants have received a considerable amount of attention in the Finnish mass media. One of the basic points in the Finnish discussion has been the use of nutritional supplements as a source of antioxidants. In this study, we aim to account for the widespread use of antioxidant supplements by examining the public discussion about antioxidants in the Finnish lay press. To do that, we will describe the characteristics associated with antioxidants in the lay articles, find out what advice is given about antioxidant sources in the diet, and see what kind of criteria are used in the comparison between food and supplements as sources of antioxidants. We will also deal with the role of doctors and nutritionists in modifying the public attitudes towards supplement use. The material of this study consisted of 200 antioxidant-related articles published in a newspaper, a women's magazine and two health magazines in the volumes of the years 1988, 1991 and 1994. The representatives of different media were those with the widest circulation. As study methods, we used quantitative and qualitative content analysis of the antioxidant-related articles. The reliability of the classification was tested in a sub-sample by two independent coders. In the study material, antioxidants were associated with vitality and good looks. Opinions on the efficiency of food and supplements as health promoters were conflicting, and it was often feared that our diets do not contain antioxidants in sufficient amounts. Experts in nutrition and medicine adopted a dual role. Acknowledged researchers recommended a balanced diet, but some of the doctors and nutritionists were eager to recommend antioxidant supplements. One of the health magazines clearly supported the alternative medicine.
In the case of antioxidants, the role of conventional versus alternative medicine was opposite to the traditional picture. The conventional medicine recommended a wholesome diet, and the alternative therapy offered supplement pills.
Key words: antioxidants; experts; media; supplements