New data from the 2000 national Healthstyles survey indicates televison is a major source of health information for regular viewers of prime time dramas – more than any other source cited. Given the mass audiences drawn to prime time drama, the findings suggest a key channel for disease prevention messages developed through health education strategies and health communications planning at the Centers for Disease Control and Prevention. Nearly half of all respondents said they watch prime time dramas on a regular basis (two or more times a week) and nearly half of this group learned something about a disease or how to prevent it in the past year from the shows. Well over a third took some action as a result. The findings will be compared to those of regular daytime drama viewers reported at APHA November, 2000: Tune In for Health. The authors will describe regular viewers of prime time: demographic characteristics, learning about and acting on health information from the shows, general health information seeking and understanding, trust of health information in TV shows, health status and risk behavior. The CDC's Entertainment-Education Program will be described as well – how the CDC works with writers, producers and partners in entertainment to provide accurate health information and prevention messages for accurate portrayals of health issues.
Learning Objectives: At the conclusion of this session the participants will be able to: 1) Articulate two audience actions as a result of viewing health information on TV shows – daytime and prime time dramas 2) Explain how CDC uses databases to understand audience characteristics and health information sources such as prime time dramas 3) List one difference between soap opera and prime time viewing audiences
Keywords: Health Communications, Health Education Strategies
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.