Oxygen
Oxygen
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DOI：
10.1136/bmj.323.7323.1257
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发表时间：
2001-11
期刊：
影响因子：
--
通讯作者：
Trevor Jackson
中科院分区：
文献类型：
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作者：
Trevor Jackson
想去巴黎旅行吗？你将坐商务舱，住豪华酒店，吃大餐，参加你感兴趣的领域的会议。众所周知，制药行业利用这种激励措施与医学界的主要意见领袖建立关系。也许不太为人所知的是，记者也是这种慷慨的接受者。几年前，澳大利亚媒体上出现了一系列关于阳痿的报道，标题是“阳痿率将飙升”，后来才知道辉瑞公司赞助了相关记者参加在巴黎举行的阳痿会议。当时，辉瑞公司表示，它带记者参加巴黎会议是为了鼓励将勃起功能障碍作为一种严重的医疗状况进行报道。记者们注意到，辉瑞公司的代表也充分利用机会，主张伟哥应该被列入澳大利亚政府的补贴药物项目。另一种广泛用于促进媒体报道特定健康问题的策略是设立新闻奖。有些奖项旨在奖励有关心理健康或艾滋病毒等敏感话题的报道。另一些则与商业或专业赞助商的利益更密切相关。来自澳大利亚的例子包括礼来公司（Eli Lilly）颁发的“更年期领域杰出新闻报道奖”，该奖项后来成为女性健康新闻奖；生物技术公司安进（Amgen）颁发的促进公众了解生物技术的奖项；以及凯洛格营养报告奖。美国国家哮喘委员会最近决定，它的哮喘新闻奖将不再由制药商赞助。最近，澳大利亚博物馆决定在其著名的尤里卡科学和科学传播奖中设立一个新类别，这让一些记者感到震惊。辉瑞公司为新的辉瑞尤里卡健康和医学研究新闻奖提供了1万美元。辉瑞公司的媒体事务经理克雷格·里根（Craig Regan）、两位科学家和澳大利亚广播公司（ABC）的一位科学记者将担任该奖的评委。赞助和评审安排在许多方面引发了对该奖项可信度的质疑。美国广播公司（ABC）资深科学广播员罗宾·威廉姆斯（Robyn Williams）帮助设立了尤里卡奖，他加入了主要记者、学者和医生的行列，表达了保留意见。博物馆对批评的回应是，尤里卡奖以前是由
Fancy a trip to Paris? You will fly business class, stay at a luxury hotel, dine well, and attend a conference in your area of interest. The pharmaceutical industry is well known for using such incentives to build relationships with key opinion leaders in the medical profession. Less well known, perhaps, is that journalists are also the recipients of such largess. When a rash of stories about impotency cropped up in the Australian media a few years ago—with headlines such as “impotence rate set to skyrocket”—it later transpired that Pfizer had sponsored the journalists involved to attend a conference on impotence in Paris. At the time, Pfizer said it took journalists to the Paris conference to encourage coverage of erectile dysfunction as a serious medical condition. The journalists noted that Pfizer representatives also made the most of opportunities to argue that Viagra should be put on the Australian government’s programme for subsidised drugs. Another tactic widely used to promote media coverage of particular health issues has been the establishment of journalism awards. Some have aimed to reward sensitive reporting about topics such as mental health or HIV. Others are more closely aligned with the interests of commercial or professional sponsors. Examples from Australia have included the Eli Lilly award for “excellence in journalism in the field of menopause,” which later became a women’s health journalism award; an award for promoting public understanding of biotechnology from biotech company Amgen; and a Kellogg’s award for nutrition reporting. The National Asthma Council recently decided its award for asthma journalism would no longer be sponsored by a pharmaceutical manufacturer.Most recently, the Australian Museum’s decision to establish a new category in its prestigious Eureka awards for science and science communication shocked some journalists. Pfizer has provided $10 000 for the new Pfizer Eureka Prize for Health and Medical Research Journalism. Pfizer’s media affairs manager, Craig Regan, two scientists, and an Australian Broadcasting Corporation (ABC) science journalist will judge the award. The sponsorship and judging arrangements have raised questions in many quarters about the award’s credibility. Robyn Williams, a senior ABC science broadcaster, who helped establish the Eureka awards, has joined leading journalists, academics, and doctors in expressing reservations. The museum’s response to critics—that Eureka awards have been won previously by