'I'm doomed!': audience responses to media reporting on the link between sleep and Alzheimer's disease.

The media are influential in shaping beliefs and attitudes towards health practices and behaviours, and the science of sleep is often disseminated through online news media. This paper explores audience responses to media reporting on the link between disrupted sleep and Alzheimer's disease. The news article analysed was based on a scientific publication reporting on the link between sleep disruption and Alzheimer's disease and the institutional press release about that publication. The online news article and the 536 Facebook comments posted in response were analysed using thematic analysis. Although the scientific article and institutional press release were guarded about the implications of the research for human health, the media article used sensationalist reporting on the impact of a single night's sleep disruption to emphasize the everyday implications of the findings. Audience members who identified as sleeping poorly responded fatalistically, whereas commentors who identified as sleeping well were reassured by the news article. The sensationalist framing provoked an affective response in audience members, which at times led to disbelief in the specific message or questioning of scientific research. Sensationalist media reporting of science has unintended consequences. Attempts to engage audiences with science communication that is simplistic and personal may encourage readers to reject scientific evidence as logically incoherent. This approach discounts the ability of audiences to weigh evidence and accept complexity.