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Narratives about prescription opioid painkillers told in the news have the potential to influence public opinion and policy decisions that affect all parties involved the treatment of chronic non-cancer pain. Predominantly negative stories about the distribution and use of prescription opioids may compound the already-existing stigma and difficulties accessing and providing appropriate pain treatment that are faced by people with chronic non-cancer pain and their doctors. To address this, the current paper reports on a qualitative analysis of widely circulating news stories surrounding prescription opioids published in the New York Times between 2000 and 2013. Two social problems narratives emerge in the data: a story about the prescription drug epidemic and a competing story about the crisis of unrelieved pain. The characteristics of each narrative are analyzed and their implications for chronic pain management are discussed.