In 2012, voters in the California cities of Richmond and El Monte soundly defeated proposed taxes on sugar-sweetened beverages. The ballot measures were widely covered by local, state and national press. Now, 15 months later comes an analysis of that coverage, a look at what themes were covered on both sides.
To be clear, the analysis comes not from a journalism school, but from the Berkeley Media Studies Group, a public health advocacy organization. BMSG looked at more than 200 news stories and opinion pieces — with nearly two-thirds of the coverage focused on Richmond.
Richmond and El Monte proposed similar taxes — a penny per ounce on sugar-sweetened beverages — but for different reasons. In Richmond, the tax was placed on the ballot as a public health measure, to fight childhood obesity. El Monte (Los Angeles County) was facing bankruptcy and saw a soda tax as way to bolster funds for city services. “One of the key takeaways that we saw had to do a lot with how the opposition campaigns differed, based on the unique character of each of the cities that we studied,” said Pam Mejia, lead author of the study. Continue reading