HOW HIV/AIDS NEWS STORIES WERE CODED
The following provides further coding information for selected variables within this report.
Story Type
When categorizing, coders identify how the journalist presented the story. Breaking events, after-the-fact accounts, and coverage of scheduled events are classified as NEWS EVENTS; researched or anecdotal stories are classified as BACKGROUNDERS; opinion, commentary, and editorial pieces are classified as COMMENTARY/OP ED; BULLET ITEMS are those brief stories that appear as part of a group of unrelated news items.
Level of Impact
If the story examines the impact of HIV/AIDS on patients or their families, it is coded for INDIVIDUALS/FAMILIES; if it examines the specifically impacted segments of the population, it is coded for GROUPS/COMMUNITIES; for doctors, nurses, et.al., it is coded for HEALTH CARE PROFESSION AND PROFESSIONALS; for impact on hospitals, insurance companies, bureaucracies, pharmaceutical companies, or other components of the OVERALL HEALTH CARE SYSTEM, it is coded as such; POLITICS and ECONOMICS stories each have separate impact codes; stories focused on HIV/AIDS national or global impact are coded for NATION OR THE WORLD; and those few stories that fall in multiple impact areas are coded as OTHER.
Recurring Story Leads
Coders evaluate each story looking for recurrent themes/leads. Typically, thematic trends in press coverage have a finite life, such as Rock Hudson's death. Other less specific leads, however, extend over longer periods of time as with Research Findings.
Principal News Topic
Coders identify the most prominent HIV/AIDS topic examined in each story. Coding rules require that 1/3 or more of a story be about said topic in order to qualify as the PRINCIPAL NEWS TOPIC.
Secondary News Topic
Coders identify the second most prominent HIV/AIDS topic, if any, examined in each story. Coding rules require 1/5 of the story be about said topic, and that there can only be a SECONDARY NEWS TOPIC when the coder has first identified a PRINCIPAL NEWS TOPIC within the story.
Principal Newsmaker
Coders identify the most prominently featured newsmaker, if any, in each story. Coding rules require that 1/3 or more of a story be focused on that newsmaker in order to qualify as the PRINCIPAL NEWSMAKER.
Major Player Tone
This "tone" variable requires coding when 1/3 or more of a story is about the designated newsmaker. Coders determine "tone" by quantifying and evaluating the positive and negative comments, interpretations, and innuendos offered by the journalist or presented as quotes from other sources; headlines carry double weight. If the ratio is 2:1 negative or more, the story is coded as negative; if the ratio is 2:1 positive, it is coded as positive. Those stories that have a positive:negative ratio of less that 2:1 are considered neutral or ambiguous.
Informational/Educational Component
Coders evaluate the story to determine how much, if any, of the story content provides additional consumer information (how AIDS is transmitted, prevented, treated) or policy information (how legislation will affect people with AIDS, ballot initiatives, etc.)
HIV/AIDS Abatement Tone
For each story that discusses the HIV/AIDS abatement via prevention or treatment, coders evaluate for "tone" by quantifying and evaluating the positive and negative comments, interpretations, and innuendos offered by the journalist or presented as quotes from other sources. The 2:1 rule previously described is used to determine "tone."
Issue Debate Balance
When an examination of a specific policy issue is central to the story, it is analyzed for ISSUE DEBATE BALANCE. Coders identify the policy issue (not a political issue) and evaluate the extent to which the story is fair to all sides. The previously described 2:1 rule determines balance; if a reporter quotes only one side, or attributes twice as much or more quotation to one side, the story is considered OUT OF BALANCE. Print stories of less than 300 words, and broadcast stories of less than 30 seconds are not evaluated.
