An analysis of medical and media professionals' attitudes toward physician health reporters on television

The use of physicians as health reporters on television has been a growing trend over the past few years. Their popularity seems to be increasing despite the traditionally low rating of television as a source of health information.

This thesis examined the views of members of the medical community with regard to televised physician health reports, as well as the views of media professionals involved in the presentation of health reports. The method of study was in-depth interviewing of eight medical professionals in the University of Tennessee Hospital system and three media practitioners associated with health reporting in the Knoxville, Tennessee television market.

Physician reporters in general were well accepted by both groups of interviewees. The medical professionals, however, were particularly concerned about the potential for inaccuracy in televised health reports and the possible intrusion of institutional sponsorship on physician reports.

While acceptance of physician reporters was high, it seemed to be based on admiration of individual reporters such as Dr. Red Duke. Highly credible and likable physician reporters seem likely to remain popular for the forseeable future; however, physician reporters who lack the necessary media skills may eventually be replaced by lay health reporters