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Diversity of Journalisms. Proceedings of ECREA/CICOM Conference, Pamplona, 4-5 July 2011 worsening of the disease indicators does not reflect the emphasis the newspaper devoted to the case. Indeed, as Eldridge and Reilly (2003) noted on their analysis of the media coverage of BSE in the British media, the scientific story may occur in a different timeline of the news story. We believe that this happened with the swine flu in Portugal. Table 1 distributes the number of items, the number of cover mentions and the occasions the swine flu was the headline. The newspaper produced 785 items about the flu. 69 references were made on the first page – 18 of which as headlines. The peak of coverage was in July as cases proliferated throughout the world, but the virus arrival to Portugal was slower. Although there were no clinical cases to justify alarm, the newspaper anticipated the threat. Earlier, in May 2009, there was a period of intense news coverage, which acted to define the new social problem. The third peak occurred in November, in conjunction with the dissemination of symptoms and the first deaths. Table 1 Items, first page references, headlines and predominant frames from April 2009 to August 2010, Público. Months Items First page Headlines Predominant frames April 2009 42 5 3 Description of epidemiology of the virus / Battles to define the disease designation May 2009 91 8 1 Government statements appealing to normalcy / Impacts on economy and everyday life June 2009 43 5 1 Government statements appealing to normalcy / Impacts on economy and everyday life July 2009 140 15 7 Impacts on economy and everyday life August 2009 90 9 2 Government statements appealing to normalcy / Impacts on economy and everyday life September 2009 71 7 3 Government statements appealing to normalcy / Vaccination and 286
Diversity of Journalisms. Proceedings of ECREA/CICOM Conference, Pamplona, 4-5 July 2011 resistance to vaccination October 2009 88 8 1 Government statements appealing to normalcy / Vaccination and resistance to vaccination November 2009 106 6 0 Government statements appealing to normalcy / Vaccination and resistance to vaccination December 2009 34 1 0 Government statements appealing to normalcy / Vaccination and resistance to vaccination January 2010 25 1 0 Government statements appealing to normalcy February 2010 14 1 0 Accusations of poor risk management / Government statements appealing to normalcy March 2010 3 0 0 Accusations of poor risk management / Government statements appealing to normalcy April 2010 9 1 0 Accusations of poor risk management May 2010 4 0 0 Government statements appealing to normalcy June 2010 5 0 0 Government statements appealing to normalcy July 2010 4 1 0 Government statements appealing to normalcy August 2010 16 1 0 Government statements appealing to normalcy / Accusations of poor risk management 287
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