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

Abstract #66067

Sheila Murphy, PhD¹, Michael J Cody, PhD², Heather Burkett, MA candidate¹, Amanda Shaivitz, MPH³, Grace Huang, MPH³, and Vicki Beck, MS³. (1) USC Annenberg School for Communication, Annenberg School for Communication Room 102A, University of Southern California, Los Angeles, CA 90089-0281, 213-740-0945, smurphy@usc.edu, (2) School of Communication, University of Southern California, 3502 Watt Way, 101 C Annenberg Building, Los Angeles, CA 90089-0281, (3) Hollywood, Health & Society, USC Annenberg Norman Lear Center, 8383 Wilshire Blvd, Suite 650, Beverly Hills, CA 90211

CDC analysis of Healthstyles data (Beck & Pollard, 2001) suggests that African American and Hispanic audiences not only pay closer attention to health content in TV storylines than their Anglo counterparts but they are also more likely to act on this information. Unfortunately, there is virtually no data about the range and frequency of health-related messages in popular television programs, particularly over time.

The purpose of this presentation is to reveal the results of a recent content analysis that tracks the health content in over 30 TV shows over a three-month period during 2003. More specifically, television programs popular with both mainstream and minority audiences were content analyzed with respect to the health topics they covered; the relative salience of the health concern to the plot (eg. whether the health-related message was a brief mention, a visual cue, or a minor or major storyline); and the age, ethnicity and outcome of the characters involved, just to name a few key dimensions. These results will help to (1) document which health topics are currently included in popular TV storylines; (2) compare the health messages conveyed in shows that attract a predominantly minority audience with those that appeal to a more general audience; (3) assess the cultural sensitivity and ethnic diversity of these health-related portrayals; and (4) provide recommendations to improve health communication through entertainment programming.

Learning Objectives:

• List 3 key dimensions for assessing health content in TV storylines; Describe 3 differences in TV viewing preferences among Hispanic, African American and general audiences in different age groups; Recommend priority health topics and messages that could be incorporated in storylines more effectively

Keywords: Media, Minority Health

Related Web page: www.entertainment.usc.edu/hhs

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.