The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #61788

Liz Pearce, MA¹, Leslie Baxter, PhD², Randy Hirokawa, PhD², John B. Lowe, MPH, DrPH, FAHPA¹, and Peter Nathan, PhD¹. (1) Department of Community and Behavioral Health, The University of Iowa, E225A General Hospital, Iowa City, IA 52242, (319) 384-4840, liz-pearce@uiowa.edu, (2) Department of Communication Studies, University of Iowa, 105 Becker Communication Studies Building, University of Iowa, Iowa City, IA 52240

When planning campaigns it is imperative to be cognizant of the thoughts, attitudes, and behaviors of the target audience, specifically how members receive, process, recode, and disseminate information. This presentation will focus on "women's ways of knowing," a theme that emerged from the analysis of transcripts of in-depth interviews with 61 women clients enrolled in the Special Supplemental Nutrition Program for Women, Infants, and Children, (WIC) in four clinics in rural Iowa. Women were approached and asked to participate in a one on one interview about drinking and pregnancy. The transcripts were content analyzed and coded for different variables ranging from demographic background variables (e.g., age, number of pregnancies) to dominant themes that were derived inductively through a process of open coding. Results indicate how women encountered, negotiated, and learned pregnancy-related information, especially concerning alcohol. These findings were incorporated into storyboards for a broad-based and localized media campaign directed at pregnant WIC clients in Iowa. The purpose of this CDC grant-funded project is to increase pregnant WIC clients' interaction regarding alcohol use with their health care provider and other people in their circle of influence, using a campaign grounded in intermedia theory. The presentation will focus on findings from the qualitative interviews and the effects of this information on program development. Initial data will be presented on the effects of the campaigns.

Learning Objectives:

Learning Objectives: At the end of the session participants will be able to:
• Identify five epistemological perspectives that women use to encode and decode messages.
• Address these learning styles when developing campaigns directed at women.
• Articulate how intermedia theory and women's ways of knowing inform each other in health promotion programming.

Keywords: Health Communications, Maternal and Child Health

Presenting author's disclosure statement:
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.