Improving Portrayal of Suicide in the Media in Asia

Media portrayal of suicide has been associated with copycat suicidal acts, particularly if the reported suicide is glorified or sensationalized, or the method is explicitly described. In addition, the media can be a source of misinformation about suicide, often simplistically giving the impression that it is predominantly caused by immediate stressors (e.g., problems with work, study or relationships) rather than linked to mental illness and/or substance abuse. There is some evidence that reporting of suicide in a few Asian countries is more graphic, explicit, and simplistic than in Europe and the United States. For these reasons, improving media reporting of suicide has been viewed as an important suicide prevention strategy. Although there are examples of innovative local activity in the countries involved in the STOPS project, only a few countries have national guidelines on media reporting of suicide. Work in this area should certainly be encouraged. Consideration should be given to the content of any guidelines, the most appropriate way to disseminate them, and the best way to evaluate their implementation. There is strong evidence that media portrayal of suicide can lead to suicide contagion (‘copycat suicides’), particularly if the original suicide is given undue prominence, sensationalized, glorified, or explicitly described (Pirkis et al., 2001; Stack, 2005, Yip et al., 2006). For this reason, the World Health Organization has developed guidelines to encourage responsible reporting of suicide (World Health Organization, 2003). Many European countries and the United States and some Asian countries have also developed guidelines (Pirkis et al., 2006). The current chapter considers the extent to which inappropriate media portrayal of suicide poses a problem in the Asian countries participating in the Strategies to Prevent Suicide (STOPS) project. It describes current efforts in these countries in terms of media guidelines or resources, and explores some of the generic and specific barriers to action in this area. The nature of media reporting of suicide in Asian countries There are indications that the print media in some Asian countries use more explicit accounts and photographs/footage of suicide than media in Europe and the United States. In particular, celebrities who die by suicide may be lauded, suicide methods and sites may SUICIDE AND SUICIDE PREVENTION IN ASIA 40 be graphically described, and bereaved families may be pressured to take part in interviews. In China, Hong Kong Special Administrative Region (Hong Kong SAR), for example, several newspapers published reports of a mother and son who died by jumping from a building, accompanying the reports with photographs of the pair’s fall. The suicide of a renowned singer and actor was prominently reported in Hong Kong SAR as well, with some stories appearing on the front page and many stories identifying him by name in the headline (Yip et al., 2006). Similarly, in Japan, the suicide of a famous young singer was reported extensively and sensationally, often with photographs and detailed descriptions (Takahashi, 2004). In Viet Nam, by contrast, newspaper reports of suicide tend to be short and avoid describing the method or process of suicide, rarely occur on the front page, and are generally not repeated. Table 3 provides a snapshot of the nature of media reporting of suicide in the participating countries, drawn from information provided by the STOPS country representatives in response to a questionnaire. It should be noted that these data relate specifically to print media, and do not include broadcast media. Sensationalization of suicides, misinformation about suicide and other problematic media reporting about suicide occur to at least some degree in all participating countries. In some cases, such reporting is restricted to large cities, but it is generally more widespread. The potential for introducing guidelines on media reporting in Asian countries Table 4 gives an indication of the potential for introducing guidelines on media reporting in participating countries, again taken from information from questionnaire responses by representatives of the participating countries. In China, Hong Kong SAR, Japan, Pakistan, the Republic of Korea and Thailand, introducing such guidelines is considered possible, but there are various impediments. The main difficulties are that reporting of suicide ‘sells’ newspapers, and guidelines are often viewed by journalists and editors as censorship or an invasion of their right to report. In Australia, India, Malaysia, New Zealand, Singapore and Viet Nam there appears to be a greater potential to implement guidelines and have them accepted by media professionals. Various strategies might assist in realizing this potential. One is involving journalists and editors in the development of guidelines, in order to ensure that guidelines are accessible and informative to media professionals. A second is disseminating guidelines in a manner that maximizes the likelihood of their being used in practice. This might involve providing media professionals with consistent and ongoing education and IMPROVING PORTRAYAL OF SUICIDE IN THE MEDIA 41 training (presented via workshops, personal briefings, websites, etc.), including presenting them with evidence about the negative impacts of irresponsible reporting. It might also involve giving priority to particular sub-groups of media professionals, such as health reporters, editors, and publishers. A third strategy is ‘rewarding’ journalists for good practice (e.g., via public awards). A fourth strategy is garnering the support of other relevant bodies (e.g., government departments or nongovernmental organizations) which may be able to exert influence by, for example, promoting the guidelines or monitoring reporting. Efforts to improve media reporting of suicide in Asia National efforts Relatively few of the countries participating in STOPS have appreciated the importance of developing and implementing national guidelines (Table 4). This is not surprising since most of the countries lack a national suicide prevention strategy within which to develop and give ‘authority’ to media guidelines. The size and heterogeneity of some of the countries may make it difficult for some of the countries to develop and administer national-level activities. An inability to identify sources of funding for guideline development and dissemination may also limit national efforts. Australia’s guidelines have received attention because of the considered way in which they have been developed and disseminated (Pirkis et al., 2006). The Australian Government Department of Health and Ageing worked with media professionals, suicide and mental health experts and consumer organizations to develop a set of guidelines known as Reporting Suicide and Mental Illness. The guidelines, and their accompanying quick reference cards and online resources, have been strategically and comprehensively disseminated by the Hunter Institute of Mental Health. The Hunter Institute was contracted to support media organizations in their understanding and use of the guidelines by: 1) distributing the guidelines and supporting materials, 2) conducting face-to-face briefings, 3) offering ad hoc advice, 4) working with influential media organizations to incorporate aspects of the guidelines into codes of practice and editorial policies, and 5) providing ongoing follow-up and promotion. The Hunter Institute has also contributed to the curricula of journalism schools in universities across Australia (Skehan et al., 2006). As a consequence, Australia’s guidelines have been relatively well received by media professionals (see below) (Skehan et al., 2006). SUICIDE AND SUICIDE PREVENTION IN ASIA 42 Malaysia, the Republic of Korea and New Zealand have also developed and distributed national guidelines. Like Australia, Malaysia and the Republic of Korea have involved key stakeholders in the development process. Malaysia’s guidelines were collaboratively developed in 2004 by the Ministry of Health, the Malaysian Psychiatric Association and the Befrienders, with input from senior editors of relevant newspapers. The Republic of Korea’s guidelines were also developed in 2004, and involved the efforts of the Korean Association for Suicide Prevention, the Korean Ministry of Health and Welfare and the Journalists’ Association of Korea. New Zealand adopted a less inclusive approach: the Ministry of Health developed the original guidelines without much consultation in 1998. The Ministry then re-issued a modified version in 1999 after complaints from journalists but has not disseminated the guidelines effectively. These guidelines have been rejected by New Zealand journalists who are now writing their own guidelines without input from suicide prevention researchers. Local efforts Although only a minority of participating countries have developed national guidelines, a number of specific organizations within these countries have engaged in local efforts aimed at improving media reporting of suicide. Some have translated and modified existing guidelines on media reporting of suicide from other countries, and distributed them to journalists and editors. The Suicide Prevention Institute of the Central South University in Changsha, China, for example, has translated the World Health Organization’s guidelines (World Health Organization, 2003) and distributed them to reporters and editors. Others have developed their own local resources and disseminated them to media professionals. The Beijing Suicide Research and Prevention Center in China has produced a pamphlet and the Hong Kong Jockey Club Centre for Suicide Research and Prevention has produced a booklet and a joint statement with the Hong Kong Press Council, all of which provide recommendations about media reporting of suicide in general. SNEHA in India has taken a more targeted approach, focusing specific