(Un)Certainly Positive

Objective: Cancer patients frequently use media to search for information on Complementary and Alternative Medicine (CAM). Media coverage may influence their perception and decision making. Against the background of the framing concept, we analyze the portrayal of CAM in magazines that specifically address cancer patients. Methods: We conducted a quantitative content analysis of four highly circulated German cancer patient magazines (Befund Krebs, K-Journal Mensch & Krebs, Krebsmagazin, Leben? Leben!) that were available from November 2012 to April 2013. Results: In the sample of 39 articles, 137 CAM treatments were portrayed. Results show that the portrayal of CAM focuses on nutritional and metabolic approaches, exercise therapies and psychological approaches. It primarily takes a scientific perspective. CAM is mostly described in curative contexts and in a predominantly positive light. Explicit recommendations are rarely given. Conclusion: Patient education and informed decision-making may be advanced by increasing journalists’ and medical professionals’ awareness for media coverage on CAM. Providers of mediated health information need to pay attention to a balanced and reflected portrayal of CAM. For health care and counselling professionals, pro-active communication on media information is essential. Health communication research should address the interaction between patients, media information and medical experts. Keywords: