This study seeks to outline the main characteristics of the texts on oral health that appeared in the printed media in the State of Espírito Santo from 2004 to 2009, in order to analyze and compare the issues, approaches and journalistic relevance related to the theme prioritized in A Tribuna and A Gazeta newspapers. Exploratory documentary research was conducted, based on quantitative content analysis of the material, which established that the issues included ranged from information about oral health policies, community service and prevention of oral health diseases, to the "aesthetic tendencies" of the smile. It also covered the dissemination of new technologies and dental specialties and there was a predominance of even-numbered pages, fewer first page texts and full-page coverage. This implies a moderate appreciation of these issues, different editorial projects, plus the difference in target audience that determined the journalistic standard and the predominance of specialized sources. Despite the oral health articles not revealing journalistic "scoops", they can be reworked using conscious journalistic techniques, in order to elicit the extraordinary from the ordinary, giving rise to texts of social relevance in both newspapers.
Oral health; Health communication; Mass media; Public health
