A Cancer Research UK-funded study undertaken by the University of Glasgow has revealed that representation and coverage of cancer patients more frequently focus on younger people, notably omitting and underrepresenting older patients.

The study, named Mass media and risk factors for cancer: The under-representation of age examined 800 newspaper articles on the four most common cancers – breast, prostate, lung and colorectal – across eight national UK newspapers between 2003 and 2004, and 2013 and 2014, in order to provide "longitudinal comparative snapshots". It was found that just 15% of non-celebrity cancer stories focused on those over the age of 60. Of those celebrity-focused articles, still just 36% were over 60.

The work also unveiled a strong link between the big four cancers and increasing age, with a third of all diagnoses being in patients older than 75, but noted that this link is not accurately represented, being mentioned in just 12% of the examined articles and discussed in only 2.5% of them. In breast cancer-specific articles, which was the most common focus in 64% of all those investigated, mentions of this link decreased by 14%. Instead, it was most commonly mentioned in articles on prostate cancer and least often in lung cancer, despite the disease being responsible for the greatest proportion of deaths.

"Age is a risk factor for cancer, yet we know older people commonly underestimate this risk, are less likely to be aware of the early symptoms, and are more likely to be diagnosed with cancer at a late stage," explained lead author Dr Sara Macdonald, senior lecturer in primary care at the University of Glasgow, adding that the findings were "concerning because we know the media are a key influence on the public’s understanding and awareness of health issues, including cancer risk".

"As older adults are underrepresented in cancer stories, they may miss out on information which could mobilise them to take up screening or seek help."

Of mentions of other risk factors, family history and genetics were most commonly associated with breast cancer, diet with bowel cancer, and smoking with lung cancer.

"Our study found that risk more generally received little attention. And yet some risk factors received undue emphasis, the most common being family history for breast cancer, despite its accounting for fewer than 5% of all breast cancers," continued Dr MacDonald. "We hope our findings contribute to informing the development of future cancer awareness campaigns and media guidelines, as it’s important for older adults to appreciate their risk and speak to their GP when they have concerns about new changes or symptoms."

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