A Content Analysis of the Coverage of Physical Activity in Two Canadian Newspapers

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Abstract
This article examines the contents of Canadian print media coverage of recreational physical activity. An analysis of two newspapers, one each from English and French Canada, was conducted in order to identify themes and messages concerning physical activity. Results are analyzed in light of recommendations arising from the Canada Fitness Survey, a national study of patterns of physical activity and fitness levels. These recommendations emphasize the need to provide information about programs and facilities that are widely available and the need for outreach to groups with low rates of participation. Results of the analysis indicate that in contrast to the extensive coverage of elite sport in the North American media, there is limited coverage of recreational activity. Within this limited coverage, there is some attention given to providing information and instruction on physical activity. The newspapers provide very little information about physical activity among groups with low rates of participation. Finally, there are few differences between the English and French papers. The main exception is that the French paper provides more informational and instructional material.