Over a 12-month period, Associate Professor Brian McKenna led a team to research how the New Zealand media reported on suicide and if this reporting was in line with the Ministry of Health's best practice standards. View this presentation from the 2010 SPINZ World Suicide Prevention Day Forum on YouTube: http://www.youtube.com/watch?v=rpQ3TuIGljg

1. Reporting of Suicide in the New
Zealand Media: Content and
case study analysis.

2. Team from the Centre for Mental Health
Research, University of Auckland.
 Dr Brian McKenna – lead investigator
 Dr Katey Thom – sociologist
 Gareth Edwards – service user academic
 Tony O’Brien – academic clinician
 Dr Ray Nairn – media analysis expert
 Ingrid Leary – journalist
 Expert Reference Group (cultural expertise)

3. Background – a public health issue
 Suicide rate in New Zealand
 500 deaths annually
 Hospitalisations x5 this number annually

4. Background
 Impact of media coverage on suicide
 Evidence of negative impact of sensational
reporting
 International guidelines
 Ministry of Health Guidelines 1999
 Coroner’s Act 2006
 No New Zealand studies

5. Research aims
 Descriptive baseline account of media reporting
 Alignment with Ministry of Health guidelines
 Includes five case studies
 Informed by a similar Australian study- the
Australian media monitoring project
 Adapted to NZ context

6. How the study was undertaken
 Quantitative description of nature and extent of
reporting
 Over a 12 month period from August 1st 2008
 Newspaper, TV, radio and internet news sites
 Applied quality indictors to a random 10% of
data
 Qualitative five case studies (framing analysis)

7. Qualitative case studies (framing analysis)
 Celebrity
 New technology
 Murder-suicide
 Economic crisis
 Mental health services

8. Findings descriptive overview
3,483 items over a 12-month period
 Spikes in reporting
 Bain re-trail.
 Alleged suicide attempts by a celebrity
 Most reporting in the newspapers – 50%
 Most of completed suicide – 57% in newspapers

9. Findings descriptive overview
 ‘Mass mediated reality’ = ‘official reality’
 Culture
 Gender
 Suicidal behaviour
 Method

10. Findings – quality indicators (10%)
 Most guidelines followed
 Page one and headline exposure.
Avoidance of methods
 Avoidance of visuals
 Room for improvements
 Link to mental illness
 Overcoming difficulties
 Help-seeking information

11. Case study 1
 Celebrity
 Making the ‘unremarkable’, ‘remarkable’
 Highlights the ‘worst’ and the ‘best’

12. Case study 2
 Murder- suicide
 Reporting of murder over rides suicide
 Except Christchurch event
 Cultural stereotyping

13. Case study 3
 Economic crisis
 Predominance of discussions regarding the
wealthy
 Acceptable response
 What is the role of mental health in relationship
to these events?

14. Case study 4
 New technology
 “How to” websites
 Text bullying
 Completed suicide filmed on the internet
 Technology out of control
 Problem not solution based reporting

15. Case study 5
 Mental health services
 Apportioning blame
 Failure of services
 Missing voice of mental health services

16. Discussion – but the reporting is good overall !!!
 Why?
 Adhere to guidelines
 Adhere to Coroners Act
 Good ethical reporting is the norm

17. Discussion – do we need the Guidelines?
 To assist new professionals
 To maintain professional standards
 Need reviewing – research difficulty
 Collaborative review
 Must be driven by journalists

18. Discussion – do we need Coroner’s Act control?
 Chief Coroner has opened the debate
 Will more information assist in prevention?
 Are guidelines for Coroner’s needed?

19. The full report is available publicly from the Te
Pou website