An Intensive Media Analysis: From Inception to Reception - Canada on the Move (2004-2005)

Most research on mediated physical activity campaigns has been about the effect of the campaigns and has therefore adopted a limited understanding of the media that ignores the social construction of media messages. For instance, these studies suggest that media messages are simply 'broadcast' or 'produced', no consideration is given to the type and tone of reporting that may occur, the context in which these messages are received, or the other influences that may impact on the audiences meaning making. This is the challenge taken up in this project - to understand the environment in which these messages are produced, transmitted, communicated and consumed. This interdisciplinary project allows us to apply the most recent approaches within media studies to the field of health and physical activity and examines the Canada on the Move web-based initiative ( www.canadaonthemove.ca ). The present project will contribute to knowledge by enriching the study of health communication, and assist in the development of future media dissemination by the CIHR and other health research agencies.