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APHA Scientific Session and Event Listing

Monica B. Scales, MA, PhD Stud¹, Heather J. Hether, Doctoral student², Grace Huang, MPH³, Vicki Freimuth, PhD¹, Vicki Beck, MS³, and Amanda Berkowitz, MPH⁴. (1) Speech Communication, University of Georgia, Terrell Hall, Athens, GA 30602, 404-735-0099, monica.scales@gmail.com, (2) Annenberg School for Communication, University of Southern California, 2502 Watt Way, Los Angeles, CA 90089-0281, (3) Hollywood, Health & Society Program, USC Annenberg Norman Lear Center, 8383 Wilshire Blvd. Suite 650, Beverly Hills, CA 90211, (4) Annenberg Norman Lear Center, University of Southern California, 8383 Wilshire Blvd. Suite 650, Beverly Hills, CA 90211

An NBC prime time TV drama, Medical Investigation, depicted the field of public health and its role in responding to outbreaks and natural disasters during the 2004-2005 television season. Each episode focused on an outbreak investigation, with diagnosis and treatment of a “mysterious” infectious disease and public health practices and risk communication strategies. Entertainment-education scholars have demonstrated the effects of TV shows on audiences based on social cognitive theory, uses and gratifications, and cultivation theory. This study reports on the impact of this prime time medical TV show based on findings from a viewer survey linked on the Medical Investigation Web site and a content analysis of 2005 episodes. Viewer information-seeking behaviors are also explored based on direct links from the show's home page to dedicated pages on CDC and NIH Web sites. Links on these pages were updated weekly on topics presented in each episode. Findings indicate increases in knowledge and internet traffic to the governmental Web sites as a result of viewing the program. These data show the influence of this type of medical show and its impact on viewers' understanding of public health.

Learning Objectives:

• • Describe a theory-based framework for evaluating impact of media messages on audiences
• • Describe how Web-based information can bolster health messages portrayed in television dramas

Keywords: Health Communications, Outbreaks

Presenting author's disclosure statement:

Any relevant financial relationships? No