Kim Greve Vangkilde & Anders Ejbye-Ernst

Studenteropgave: Speciale


This thesis examines health journalism in the Danish newspaper Politiken and its respective online version, We chose them because they are both in a development and the online version sees an increase in the number of users, while the newspaper sees a drop in circulation. We explore our research object by using Robert M. Entmans framing method. The media are not simply talking about certain topics, but also talk about certain topics in certain ways. Framing analysis helps identify how and in which way the media talk about health. Through analysis of the two platforms, we identified three unique frames. In the first frame health was communicated as the individuals responsibility. In the second health was communicated as the governments responsibility. In the third health was portrayed as something positive. Subsequently, we looked at how the three different representations of health was distributed between the online version and the newspaper to identify how health was framed differently between these two platforms. The online version appears to communicate health more as the individuals responsibility in comparison with the newspaper, while the newspaper communicate health rather as the governments responsibility in comparison with the online version . The relative distribution of how health is communicated between the two platforms has a negative outcome for, which seem less critical while communicating on the subject of health. In the framing of health as the individuals responsibility health is communicated by the official governmental lifestyle standards. This is in opposition to the frame representing health as the governments responsibility, which is critical towards the authorities. If online health journalism is more loyal towards the authorities, then it risks losing a part of its eligibility. Furthermore, we believe that the moralizing individual-focused health framing can be harmful to the people who can not or do not want to live in accordance with the government's ideals. This means that obese and smokers are in danger of being portrayed as sinful, because they do not live by government ideals. The result is further problematized when one accounts for the current media trends. The online version is the future media, and in spite of existing under different conditions than the newspaper, we believe that online journalism is obligated to deliver the same standards as the journalism in the newspaper.

UddannelserJournalistik, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 aug. 2012
VejledereKatrine Birkedal Frich


  • Journalistik, ulighed, sundhed, Politiken,, Framing analyse
  • Robert M. Entman, Lene Otto