Cancer in the mass print media: fear, uncertainty and the medical model.

Cancer is increasing in incidence and prevalence in North America and around the world. The mass print media play an important role in information provision about prevention, diagnosis and treatment of this disease, as well as informing health policy and personal experience. This paper reports on a content analysis of the portrayal of cancer in the highest circulating magazines available in Canada and published in Canada or the USA in 1991, 1996, 2001.