摘要：Objectives . We examined news coverage of public debates about large taxes on sugar-sweetened beverages (SSBs) to illuminate how the news media frames the debate and to inform future efforts to promote obesity-related public policy. Methods. We conducted a quantitative content analysis in which we assessed how frequently 30 arguments supporting or opposing SSB taxes appeared in national news media and in news outlets serving jurisdictions where SSB taxes were proposed between January 2009 and June 2011. Results. News coverage included more discrete protax than antitax arguments on average. Supportive arguments about the health consequences and financial benefits of SSB taxes appeared most often. The most frequent opposing arguments focused on how SSB taxes would hurt the economy and how they constituted inappropriate governmental intrusion. Conclusions. News outlets that covered the debate on SSB taxes in their jurisdictions framed the issue in largely favorable ways. However, because these proposals have not gained passage, it is critical for SSB tax advocates to reach audiences not yet persuaded about the merits of this obesity prevention policy. A growing body of evidence indicates that consuming sugar-sweetened beverages (SSBs), which include nondiet sodas, energy drinks, and fruit drinks, is associated with higher obesity rates. 1–3 Some researchers argue that SSBs are the single largest driver of increasing obesity rates in the United States. 4 This evidence has led public health advocates and researchers to search for effective solutions to reduce SSB consumption. Recent research suggests that large (e.g., penny per ounce) taxes on SSBs would reduce consumption and obesity rates. 5,6 Although most US states already collect some form of tax on SSBs, these taxes are small relative to the price of these products. 7 Many US states and cities (e.g., California, Mississippi, Philadelphia, PA) have considered larger taxes. 8 To date, efforts to collect larger SSB taxes have been unsuccessful. Public opinion polls provide mixed evidence about public support for these taxes. 9–11 One recent, national survey found substantially higher public agreement with anti-SSB tax than pro-SSB tax arguments. 12 Understanding how the news media has framed SSB tax debates can shed light on how the political process has played out in various communities. Framing involves emphasizing some aspects of an issue to the exclusion of others. 13 Advocates and opponents of specific policies seek to shape policy debates by framing the policy issue in ways that they see as favorable to their positions and by advocating media coverage that employs these frames. 14–16 The news media, in turn, help to shape the policy agenda by selecting issues to cover and framing them in ways that invite particular policy interpretations. 13,17,18 For example, an interest group might frame a policy issue by highlighting its economic consequences, whereas another group might make an explicit link between the issue and broader values, such as social justice. The news media choose to highlight these or other frames in their coverage, which in turn can influence how the public thinks about these issues. 19 A systematic analysis of arguments used in support of and arguments used in opposition to a policy issue, as well as the types of advocates and opponents who participated in the debate, thus provides valuable political context about the issue in question. Such contextual information is particularly important for policies on SSB taxes, characterized by politically polarized views among the public. 10,20,21 SSB tax advocates are more likely to succeed at attracting large coalitions of support if they employ frames that resonate across the political spectrum. 22 Identifying message frames that SSB tax proponents (typically leaning liberal) and opponents (typically leaning conservative) use and the news media cover can illuminate how various interest groups cast the terms of the debate to resonate with their constituents. Collecting data about the information environment can be helpful for designing future campaigns to increase support for SSB taxes and other obesity-related policies. 23
