Objective: To analyze the nature and presentation of print media
messages regarding cholesterol and heart disease in women. The hypothesis is
that print media messages about cholesterol and heart disease may encourage
and perpetuate the use of cholesterol-lowering drugs in women.
Methods: A hand-search of the "seven sisters" of American
women's magazines and of two Canadian women's magazines. All print
material related to cholesterol and heart disease in women was photocopied and
the content analyzed qualitatively. The print media content was divided into
two categories: magazine articles and drug industry–sponsored
advertisements. Themes were identified and were analyzed for the messages they
contained about heart disease, cholesterol, and the use of
cholesterol-lowering drugs in women.
Results: From the magazine articles, three main messages were
identified. First, heart disease is the number one killer of women. Second,
women must demand recognition of their high risk of heart disease and demand
equal access to prevention and treatment services for heart disease. Third,
lifestyles changes are not enough. Cholesterol-lowering drugs should be
considered. Drug advertisements also emphasize that postmenopausal women are
at high risk of heart disease and that lifestyle changes are inadequate or
insufficient to lower this risk. In both cases, high blood cholesterol is
considered not as a risk factor for heart disease but as the disease itself.
Conclusions: Magazine articles and drug advertisements act
synergistically and may encourage and promote the use of cholesterol-lowering
drugs in women. Postmenopausal women not on hormone therapy are particularly
targeted.