Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #111893

Christel Hyden, MS¹, Amanda S. Birnbaum, PhD, MPH², Sara V. Birnel, BA³, and Tracy R. Nichols, PhD³. (1) Teachers College, Columbia University, 175 Willoughby Street, #14D, Brooklyn, NY 11201, 646-734-9844, cjh2129@columbia.edu, (2) Department of Public Health, Division of Prevention & Health Behavior, Weill Cornell Medical College, 411 East 69th Street, KB-209, New York, NY 10021, (3) Department of Public Health, Division of Prevention & Health Behavior, Weill Medical College of Cornell University, 411 E 69th St., New York, NY 10021

Effective health promotion materials must be salient to the target audience. The inclusion of culturally and contextually relevant and compelling images is a helpful technique for tailoring materials. The images widely used in brochures, posters, websites and other health promotion materials are primarily royalty-free “stock photography.” Understanding what images are available for purchase and whether those images can meet the needs and interests of program participants is critical for developing effective educational materials. This paper will demonstrate an innovative method for cataloging stock photography products and evaluating their relevance for various audiences.

Our presentation will outline a new method created to identify and log photographs of health related activities for quantitative analysis. The methodology includes identifying leading stock photography brands, creating a keyword search strategy with decision rules to identify images for coding, and developing a coding strategy for documenting race, gender, and BMI category of photo subjects as well as the type of activity subjects are engaged in. For studying physical activity and eating, codes to distinguish between actual and “implied” behaviors (e.g. posed studio shots of individuals standing still holding sports equipment) were also developed. Data reduction techniques were developed to account for multiple images with only minor variations in order to accurately characterize the variety and representativeness of available images. Data collected using the new methodology will be useful for examining how various populations and activities are portrayed in stock photography and to identify any shortcomings or limitations in the images' subject matter.

Learning Objectives:

At the conclusion of the presentation participants will
• understand the various sources and types of stock photography available for purchase and use in health education materials;
• examine the role these photographs can play in creating effective health interventions
• be familiar with a new methodology for searching and cataloging and these photographs and evaluating their relevance for target audiences.

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.